audience effect theory
1) Write a definition of a passive audience: A pa ssive 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 ...
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