Audience effects theory: blog tasks

QUESTIONS

 1) Write a definition of a passive audience: 

This is the view that audiences passively take in information from the media and that these messages have the same effect on everyone.


2) Write a definition of an active audience: 

This is the more modern and generally accepted view that audiences interact with and make conscious choices regarding the media they consume.


3) Write a definition of the hypodermic needle theory: 

This is the suggestion that audiences are always passive and therefore take the intended message from the producer as if it was injected into their minds. This assumes no individual difference in audience members. 


4) Write down a media product (e.g. TV show, newspaper or videogame) for each category of Blumler and Katz's Uses and Gratifications theory and WHY it fits that particular audience use/gratification. The first one is done for you: 


INFORMATION/SURVEILLANCE: Media text - The Times newspaper
 > Why: It tells audiences important information about politics, the world and more.
PERSONAL IDENTITY: 
 > Why:  personally relating to something
DIVERSION/ENTERTAINMENT: 
 > Why: escapism and being entertained
RELATIONSHIPS:
 > Why: following certain celebrities or presenters, caring about characters, forming relationships 

5) Re-watch the clip from Blue Planet above and write a paragraph analysing how elements of the clip offer the audience pleasures or gratifications (use media terminology from Uses and Gratifications theory and the 3 Vs - notes outlined above). 

Vicarious pleasure-wishing you were like the characters or being able to identify with a situation



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