Audience: Effects theory

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 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 more modern and generally accepted view that audiences interact with and make conscious choices regarding the media they consume.

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 text- James Bond movies
 > Why: The James Bond movies are usually set in London, meaning I can relate to James Bond as I live in London. 

DIVERSION/ENTERTAINMENT: Media text- Fortnite (videogame)
 > Why: Fortnite is a battle royale game that I like to play when I have free time.

RELATIONSHIPS: Media text- Young Sheldon
 > Why: when watching the show I get to watch the protagonist experience the struggle of being incredibly smart. He also needs to adapt to the people around him as they are regular people. I also get to watch the struggles that his family have to go through throughout the show. However, I like to watch the show for its comedy and characters.

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). 
VISCERAL PLEASURE: Watching the clip of Blue Planet makes me feel relaxed. I say this because the colors and the wildlife make me feel intrigued.
RELATIONSHIPS: David Attenborough, who is the person speaking over the clip, is well known by a lot of people around the world because of his voice. Lots of people that know him have made a relationship with him even though David Attenborough doesn't know them.
PERSONAL IDENTITY: Blue Planet is a show that appeals to people that like things like wildlife and oceans or nature. However it can also appeal to people that have jobs related to conservation.

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