Audience Effects Theory


1) Write a definition of a passive audience: 
Passive: 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: 

Active: 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 for each category of Blumler and Katz's Uses and Gratifications theory and WHY it fits that particular audience use/gratification: 

INFORMATION/SURVEILLANCE: 
 > Why: Because its learning information that you didn't already know.

PERSONAL IDENTITY:
 > Why:Because you are personally relating it to something. 
  
DIVERSION/ENTERTAINMENT: 
 > Why:Because it means escapism and being entertained away from your normal life.

RELATIONSHIPS:
 > Why:Because it means social interaction, caring about characters or celebrities, 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). 

The video from blue planet showed surveillance from the animals that were in there habitat also,the video showed visceral pleasure because of when the submarine when deep down into the ocean and then out of nowhere an explosion happened.Additionally, it showed as well voyeuristic pleasure when the cameras on the animals showed that what they were up to in the sea. 



What the designers of this Nike air advert is trying to say is that there brands are so good that it even defies gravity itself Also what they could connoting to the audience is that when they design and make their trainers at the factory is that when you were them it would feel so light on your feet's it would feel like you would be walking on clouds or even in space.

On the contrary, people could look at this advert and say 'hows that possible when i can only see bubbles on the trainers only' also people could not be happy cause of like when they do wear the Nike air shoes and when they start to walk around with them on it starts to make noise.People would not be happy by that because it says in the poster 'GRAVITY WILL NEVER BE THE SAME' which would connote that it should fell like walking on a cloud or in the air.

In conclusion,i think that the reason why people would wear the Nike air trainer is because simply of  the way it looks in the poster.But also why i think why people would not like to wear this is because they would not believe by that's  how it looks because they would not now if that picture (posture) could be edited to just look really good and not really bad.So then people would not waste there money on something that they don't know that is really good or not.

1.Do you agree that the media injects opinions into the audience's minds?
Yes i think that the media does injects opinions into audience's minds because of there being passive  and active people in this world.

2.When was the last time your opinion was changed as a result of the media?
The last time my opinion got changed was when people on the internet started saying yellow pandas exist and then me starting to believe in it.But then i found out that yellow pandas don't exist only black and white pandas exist.

3.How might someone criticise the hypodermic needle theory?
Somebody might criticise the hypodermic needle theory if they were not passive and were active. 

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