audience effect theory

 


1) Write a definition of a passive audience:


A passive audience is an audience that accepts media messages without questioning or interpreting them. They are seen as being easily influenced by what they watch, read, or listen to.


2) Write a definition of an active audience: 

An active is an audience that actively thinks about, interprets, and sometimes challenges media messages. They choose media for specific reasons and are not automatically influenced by it.


3) Write a definition of the hypodermic needle theory: 


The hypodermic needle theory suggests that media messages are directly “injected” into a passive audience, who accept and believe these messages without resistance, causing a strong and immediate effect on their behaviour or beliefs.

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. 

Information

  • Media product: BBC News (TV or website)

  • Why: Audiences use it to find out what is happening in the world and to stay informed about current events.

Personal Identity

  • Media product: Instagram

  • Why: Users compare themselves to others, form opinions about their own identity, and feel represented through influencers or content they relate to.

Integration and Social Interaction

  • Media product: TikTok

  • Why: Audiences use it to connect with friends, follow trends, share content, and feel part of a community.

Entertainment

  • Media product: Netflix (e.g. Stranger Things)

  • Why: Audiences use it for relaxation, escapism, and enjoyment.


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


The Blue Planet II prequel offers audiences several pleasures and gratifications through its use of visuals, voiceover, and values. Visually, the clip uses high-quality, cinematic underwater shots and slow motion footage of marine life, which provides entertainment and escapism, allowing the audience to relax and be amazed by the beauty of the ocean and how surreal it can be. The calm, authoritative voiceover (David Attenborough) delivers factual information in a reassuring tone, fulfilling the information gratification as the audience learns about sea life and the natural world which helps the audience absorb the information in a calming stare. . The values presented in the clip, such as respect for nature and environmental responsibility, allow audiences to gain personal identity by reinforcing beliefs about protecting the planet. Additionally, the programme can create social interaction, as viewers may discuss the documentary with others due to its popularity and importance

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