Audience: Effects Theory

 1) Write a definition of a passive audience: 

Passive: 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: 

Active: 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.

INFORMATION / SURVEILLANCE

Watching Blue Planet II imparts viewers with factual knowledge regarding ocean life, ecosystems, and animals, while also shedding light on environmental issues. It appeals to interests of curiosity, scientific interest, and desire to learn about the natural world. The rich visuals and narration bring current, credible information about marine biodiversity.

• ENTERTAINMENT / ESCAPISM

The scenery beneath the water is striking, and so is the action of the sea creatures, which is visually very appealing and engaging. For many viewers, it presents an opportunity to temporarily step out of the hectic pace of life and be whisked away into another world, at times filled with awe. Beauty and grandeur, coupled with cinematic pacing, make it ideal for pure enjoyment and/or relaxation.

• PERSONAL IDENTITY OR IDEOLOGICAL / VALUES-ORIENTATION

Nature-loving viewers who care about the welfare of animals and conservation of the environment might find that the themes of the documentary reflect their values and, in that respect, reinforce them. It might help build a sense of identity, like being someone who cares about the planet and wants to learn more about conservation. It may foster empathy with wildlife and commitment to environmental values.

• SOCIAL INTERACTION / INTEGRATION

People watch such documentaries as Blue Planet II in groups-family, friends-or afterwards discuss what they learned: interesting facts, favourite creatures, environmental concerns. It gives material for conversation, sharing, and group bonding. It may also lead to social action or group interest-especially with topics like ocean health and conservation-such as community discussions, activism, and school projects