Audience Effects Theory

Audience Effect Theory

(Blue Planet II)

1) Write a definition of a passive audience: 

The definition of a passive audience is an audience which accepts the messages encoded in a media text without challenge

2) Write a definition of an active audience: 

 A definition of an active audience engages,interprets and responds to a media text in different ways and is capable of challenging the ideas encoded in it.

3) Write a definition of the hypodermic needle theory: 

The definition of a hypodermic needle theory is a linear communication theory which suggests that the media has a direct and powerful influence on audiences, like being injected with a hypodermic needle.

4) Write down a media product (e.g. TV show, newspaper or video game) 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 - Marvel Movies (E.g. Spider-man)
 > Why:  People see themselves in the characters, their struggles, and their value

DIVERSION/ENTERTAINMENT: Media text - Video Games (E.g. Minecraft)

 > Why: It's fun and helps people escape from stress by building and exploring a virtual world

RELATIONSHIPS: Media text - Friends TV shows
 > Why: People feel connected to the characters and enjoy talking about the show with others

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 element of the clip offers the audience pleasures or gratifications:

Information/Surveillance: It teaches viewers about the ocean and the sea animals, helping them learn new facts and information they didn't know or knew

Diversion/Entertainment: The beautiful underwater scenes make people forget their problems and enjoy watching nature itself

Personal Identity: It makes people think about how they treat the environment and how they can help protect the planet

Relationships: Families or friends can watch it together and talk about the amazing animals and the world under the sea