Media Effects Theory

 1) Write a definition of a passive audience: 

An audience that accepts a message in a media text without a challenge.

2) Write a definition of an active audience: 

An audience that are highly alerted, E.G. interrupting/ responding/ engaging.

3) Write a definition of the hypodermic needle theory: 

This suggests that audiences are always passive and therefore take the intended message from the producers if it was injected into there minds.

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: Media text - The Times newspaper
 > Why: It tells audiences important information about politics, the world and more.


PERSONAL IDENTITY: TV adverts.- Bank
 > Why:  Tells audiences that they are trust-worthy and showing there true colours.


DIVERSION/ENTERTAINMENT: Reality TV programs.
 > Why:  It gives the audiences a time to test there brains and relax and enjoy the moment.


RELATIONSHIPS: Celebrities-Big Brother
 > Why:  Tells audiences the actions on what they will do.



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 Blue Planet clip gives the audiences a chance to relax and have peace. The audiences can have a look at all the amazing wildlife in the world. And for those who are not into wildlife, that give them a chance to learn some facts about animals. The clip shows oceans as well, which gives the audiences to learn about oceans as well. The clip also includes voyeuristic pleasure, where the camera is watching the animals by hiding them.












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