Audience effects theory

Audience effects theory: blog tasks

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 video game) 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: The Times newspaper
 > Why: It tells audiences important information about politics, the world and more.

PERSONAL IDENTITY:  TV shows such as Outer Banks
 > Why:  it is a show that teenagers can relate to since the show is about teenagers who are the main characters.

DIVERSION/ENTERTAINMENT:  Netflix
 > Why: It gives the audience a source of entertainment where they can relax and watch the shows and movies of their choice.

RELATIONSHIPS: soap operas or reality TV shows such as keeping up with the Kardashians

> Why:  since they showcase celebrities, who the audiences look forward to watching.

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). 

The gratifications that this clip offers to the audience are information / surveillance because this clip teaches us new facts about nature that we might not have known before watching it. Additionally, it also offers diversion and entertainment for the audience so they can watch this relaxing, calming clip. Lastly it offers the audience a social interaction as of relationships with the breathtaking visuals in the scene. A pleasure it offers to the audience would be vicarious pleasure as it gives the audience a chance to interact with what they are watching through narration. Finally, the last pleasure it would offer the audience is visceral pleasure. this is because of the amazing thrill they would feel after watching a stunning showcase of nature. 

Extension: To take this further, select a media text of your own choice, embed it in your blog and write another detailed paragraph analysing the audience pleasures in that product.

This advert contains many audience pleasures such as vicarious pleasure. This is shown by the image of father Christmas, or as some would call it, "Santa Claus". This image links to Christmas as it is a Christmas campaign. Also, the colours that dedicate to Christmas are the same as the originally colour of Coca Cola's logo/ branding. This is shown by the shades of red used and the actual product that it held in the character's hand. This lets the audience experience the new Christmas campaign through the main character. Another pleasure that the audience faces is visceral pleasure. On account of the variety of colours and also the writing that says "the pause that keeps you going". Therefore people feel an exciting thrill through the fact that the actual product is described this way and the campaign branding looks super colourful.

Extension question 2: Think about the hypodermic needle theory. Do you think most audiences believe everything they see in the media? Why? Explain your answer and try to argue both sides.

I think most audiences used to believe everything they saw in media a long time ago back in the olden days. This is because in the past, historic generations, they didn't have much technology so they used to rely on  newspapers and media texts to learn knew information. However, nowadays, there is much more new technology that is use and in this generation, people can have their own opinions due to their equal rights. This means that they can make their own choices on whether or not they should believe everything the media says as they are all  active audiences.