Audience theory:
Hypodermic needle model -
This is a theory which is also known as the 'Hypodermic Syringe Model' it works by giving an image of a 'direct' (embolism) message to the individuals. In the image below shows how the media message is 'injected' into the audiences.
<- as you can see the image shows that when certain text is shown to the 'mass media' and then the 'leaders' take it for the way it comes and then passes it onto the individuals which have social contact with the opinion leader. Passive audience is where the ideas and views are 'injected' into their minds and they do not analyse is but they take it for what it is as they are immediately influenced by the message.
The factors which contribute this are the speedy increase popularised media such as TV and radio and the industry persuasion (advertising and manipulation)
Overview
SOURCE - MESSAGE - MASS MEDIA - OPINION - LEADER - PUBLIC
Uses and gratifications theory -
This is a theory by Blumler and Katz, it suggests that the uses of media have an imperative part of play in selecting and using the media. The theorists add that the media users look for the best possible media source to suit their situation. There are four sections to the uses and gratification theory.
Diversion: This is in need for 'escapism' the media user becomes lost in the media source.
Personal Relationship: Using the media to fulfill the need for companionship. E.g. Using the media to form relationships, 'Facebook'
Personal Identity: This is by finding about ourselves online whether it be history, knowledge or surveillance. Even the events going on around us 'idols'
Passive or active consumption -
Passive audiences do not engage with the text, they do not question the message as they accepts it the way the media outlet is intended. E.g. Hypodermic Needle Model.
Active audiences engages with the text. They do not simply accept every media messafe they interpret in their own way which is based on their life experiences (e.g. education, family and cultural influences) E.g. Uses and Gratifications Theory.
Effects debates:
Effects of exposure to explicit sexual or violent content -
There are many arguments that the audience (e.g. children) should not be shown or exposed to violent or explicit content as they may feel influenced by it. This audience suggests that they are passive consumers which implies that they are not able to establish right or wrong and they will react to the text and possibly act out its content.
Effects of advertising -
This debate is a very powerful media product. This enables the audience to be persuaded to purchase certain products and services by claiming that they will make their lives better. This also suggests that the audience are passive consumers.
Health concerns -
The youth today are spending on average more than 7 hours a say using media. These are items such as TV, computer, internet, video-game consoles and a mobile phone.Recent evidence has raises concerns about the media effects on the youth which has shown aggression, sexual behavior, substance use, disordered eating and academic difficulties.
Censorship debates -
One of the biggest censorship in media is the age limit. There are some things which younger children are not suppose to see at their age. Therefore 'censorship' is their to protect them from that.
Responses:
Negotiated -
These are more considered. The view/message is agreed with by the audience. However, they may slightly alter the opinion depending on their personal experience, opinions and how they take the message into account.
Dominant -
The message is sully accepted by the audience as the ideas with the message consistent with their own.
Oppositional -
This is where the audience disagrees with the message and decides to reject it. This can be the idea that they have taken on all of the information and decide to reject the message. However, this could be based on a emotional response, strongly held beliefs and life experiences.
Participatory -
This theory says that in the modern age we are more likely to be involved with the creation of media texts instead of just consuming them. E.g. More involved in reality TV program, websites and blogs.
Cultural competence -
This theory says that, since we are able to get connected with global people we are becoming more 'cultural competent'. This concludes that we are better able to access, interact, understand and communicate with others in different cultures or the same.
Fan culture -
New theory which show that 'fans' are currently seen as valuable commodity to media producers.
http://pediatrics.aappublications.org/content/125/4/756.abstract (13/06/2013).,
Media Health concerns [Online]
