Audience effects theory

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 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 (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: The Times newspaper
 > Why: It tells audiences important information about politics, the world and more.
PERSONAL IDENTITY:talk shows 
 > Why: they talk about personal issues one may face . 
DIVERSION/ENTERTAINMENT: reality entertainment
 > Why: it allows audiences live vicariously through the lives of others which can be entertaining for others 
RELATIONSHIPS: romantic show/films
 > Why: audience can watch people in love. which makes them happy.

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). 

visceral pleasures - watching blue planet can be thrilling for a viewer because theres so much about the earth and the ocean that is undiscovered and that is quite scary.

vicarious pleasures - it is enticing . Audience may want to experience the ocean . they could become so fascinated that they want to be there.

voyeuristic pleasures - the element of hidden cameras could intrigue a viewer.

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