Audience: Effects Theory
1) Write a definition of a passive audience:
An audience which accepts the messages encoded in a media text without challenge.
2) Write a definition of an active audience:
3) Write a definition of the hypodermic needle theory:
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.
> Why: Audiences watch The Ellen DeGeneres Show for personal identity and to relate to Ellen’s friendly, upbeat personality and lifestyle. Viewers who identify with Ellen’s values, humour, or even her struggle as an LGBTQ+ figure might feel a sense of connection or validation, aligning with their own personal identities or worldviews..
> Why: Stranger Things offers entertainment by providing a mix of sci-fi, horror, and nostalgia. The plot twists, well-developed characters, and action-packed sequences cater to viewers looking for an enjoyable escape from daily life, fulfilling their need for entertainment and emotional engagement.
> Why: The Pursuit of Happyness is a deeply emotional film that explores the relationship between a father, Chris Gardner (played by Will Smith), and his young son, Christopher. The movie centres around Chris's struggle to provide for his son while pursuing a better life, despite facing homelessness and significant hardships. The film resonates with audiences because it focuses on the strength of familial bonds, sacrifice, and the emotional depth of a father-son relationship. Viewers are drawn to the unconditional love and support between Chris and Christopher, fulfilling the audience's need for emotional connection to relationships that feel authentic and meaningful. The film also highlights themes of hope, perseverance, and the importance of supporting loved ones through tough times, which further enhances its appeal to those seeking inspiration in their own relationships.
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).
In the Blue Planet clip, the visuals play a central role in providing aesthetic satisfaction by offering breath taking, high-definition footage of marine life and ocean ecosystems. The stunning underwater shots captivate the viewer’s attention, satisfying the need for sensory pleasure and visual stimulation. The camera work highlights the beauty of the ocean and its creatures, delivering an immersive experience that allows the audience to escape into a world they might not otherwise encounter. The voice of the narrator, often provided by David Attenborough, enhances this experience by offering cognitive gratification through educational commentary. His calm, authoritative tone and insightful narration provide both information and intellectual stimulation, allowing viewers to learn more about marine biology, conservation, and the natural world. The verbal elements are designed to complement the visuals, guiding the audience through the narrative while sparking a sense of wonder and respect for nature. Together, the 3 Vs—Visuals, Voice, and Verbal—create a harmonious experience that satisfies the viewer’s need for aesthetic appreciation, learning, and escapism. This combination not only entertains but also encourages reflection on environmental issues, promoting social awareness and action.
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