Audience Effects Theory

 1) Write a definition of a passive audience: 

A passive audience is the view that audiences passively take in information  from the media and that has the same effect on everyone.

2) Write a definition of an active audience:

An active audience is the more modern and generally accepted view that audiences choose and interact with the media they consume

3) Write a definition of the hypodermic needle theory: 

The hypodermic needle theory is the suggestion that audiences are always passive and it is as if the preferred reading from the producer was injected into their minds.

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.                                        

- DIVERSION : Action films

This allow audiences to escape their real lives and lose themselves in what they are watching.

- PERSONAL IDENTITY : Sitcoms 

This can allow viewers can recognise themselves in a person or character

- SURVEILLANCE : The news 

This allows viewers to stay uncover information and educate themselves on the current world.

- PERSONAL RELATIONSHIPS - Social media

People tend to view social media and their algorithm and discuss it with people they are surrounded with and it develops their relationships as they share something in common

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).

Audiences consume media texts like Blue Planet to escape from their everyday lives and divert their attention from the real world. The Uses and Gratifications theory supports this idea when they discovered that the reason for this was for diversion. Audiences also tend to consume these media texts to gain a sense of personal identity with David Attenborough travelling the world as they may also want to travel like he does.

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

Audiences consume media texts like Twitter to gratify their need for connection through the social media app. The Uses and Gratifications theory supports this idea when Blumler and Katz discovered the reason for this is surveillance and personal relationships. This allows viewers to uncover information and educate themselves on the current world and share and discuss this with the people they are surrounded with. This also helps audiences to develop these relationships as they share something in common.

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 the hypodermic needle theory doesn't necessarily apply to the current world and is outdated. Over the years, the media's control over audiences has become less effective as people are now educated on not to believe everything they see in the media. On the other hand, this could be argued as people still view the media as a higher power with greater knowledge. Members of this society who are to be impacted by this theory could be easily influenced. This idea is supported by social media. Followers tend to believe everything that is advertised and portrayed by influences/celebrities (the opinion leaders of this society)