Active and passsive
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By Kirstie Stone ACTIVE AND PASSIVE AUDIENCE THEORY
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Transcript of Active and passsive
By Kirstie Stone
ACTIVE AND PASSIVE AUDIENCE THEORY
The hypodermic theory is based on a passive audience who just take the media in as it is shown to them and they immediately act on what they have seen in the media.
An example of this is the case of Jamie Bulger; when he was murdered by two ten year olds, they claim that they did it as they watched a violent fi lm (child’s play) previously and they acted on what they had seen and copied what was shown in the fi lm.
Drawbacks for this theory is that it is an outdated as it was established in the 1940’s so it may not actually relate to how the media eff ects us in this day and age.
HYPODERMIC THEORY
Looking at what people do with the media and how they do it and why they do it.
Us choosing what we want to watch based on interests.
Maslow’s hierarchy of needs.Blumler and Katz conducted a study on how
audiences react towards the media. Help discover a persons identity.
USES AND GRATIFICATION
It states that there are three diff erent ways of audiences interpreting the media.
Preferred: the thing that the producer wants the audience to accept.
Oppositional: audience interpretation. Opposite to the product of what the media is trying to convey.
Negotiated: the audience acknowledges the message of the media product but may change or modify it to suit them.
RECEPTION THEORY (STUART HALL)
