Audience Effects Theory

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 1) Write a definition of a passive audience: 

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


2) Write a definition of an active audience: 


audiences interact with the media


3) Write a definition of the hypodermic needle theory: 


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: Music
 > Why: The lyrics could be relatable for the audience.

DIVERSION/ENTERTAINMENT: TV shows like outer banks 
 > Why: People could relate  their lives to the characters situation, home lives, mental state. They could find comfort in the characters downfall and happiness

RELATIONSHIPS: Outer banks 
 > Why: People could find comfort in the characters and use the show as a way to escape from reality.


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 blue planet provides elements of audience pleasures because it is a providing digital escape to the ocean for those who it take interest the ocean. It also provides a sense of calm for audience as they get to see things they wouldn’t usually get to see in person it provides information as we get to see new sealift that is never seen before. It also provides entertainment and diversion because of the way it’s recorded and presented to the audience. The clip provides vicarious pleasure as not many people have the opportunity to go swim in the ocean and experience what its like to be surrounded by complex sea life.










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