Audience Effects Theory

 1) Write a definition of a passive audience: 

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: 

This is the view that audiences passively take in information from the media and that these messages have the same effect on everyone.

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: Media text - The Times newspaper

 > Why: It tells audiences important information about politics, the world and more.

PERSONAL IDENTITY: Media film - James bond movies 

 > Why: because some movies are filmed in London and I can relate to that since I live in London. 

DIVERSION/ENTERTAINMENT: Media game - Fortnite

 > Why: because I want to relax and play games after a long day at school and just forget about school for a bit.

RELATIONSHIPS: Media product - Friends social media

 > Why: you can see what your friends are up to and how they are doing

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 relationship and vicarious pleasure with David Attenborough travelling the world as they may also want to travel like he does; also because we know him and that we trust him.








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