Audience Effects Theory

 1) Write a definition of a passive audience

A passive audience is when the audience takes in and accepts all the information that is given to them.

2) Write a definition of an active audience

An active audience interacts with the media and chooses what it wants to believe and accept.

3) Write a definition of the hypodermic needle theory:

A theory is that audiences are passive and ingest the information as if injected. 

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 text- Brooklyn 99 
 > Why: A lot of people have an office or white-collar job so they can relate 

DIVERSION/ENTERTAINMENT: Media text- videogames
 > Why: Many people play videogames as they might not like their circumstances so they play games to escape them

RELATIONSHIPS: Celebrities
 > Why: People like to imagine themselves as friends with a celebrity even though it isn't a real relationship 

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 clip could offer information as it is about the wildlife of the ocean and this adds voyeuristic pleasure since a normal person never normally sees deep in the ocean. The theme of oceans also links to personal identity. This is because an audience member might have an interest in the ocean or wildlife. Or maybe their job is related to conservation or the ocean. The scenery was quite relaxing and this links to diversion/entertainment. The camera quality was really high so it makes the clip look even more pleasing to look at. The documentary used David Attenboroughs voice and this is linked to relationships. People may have an attachment to his iconic voice.  

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