Passive audiences and the hypodermic needle theory
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Transcript of Passive audiences and the hypodermic needle theory
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The relationship between the viewer & the video
Audience theories
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Introduction
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Be honest…..
Who wants a malteaser?
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How much power do you think ‘the media’ has over the people who watch (or play) it?
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In October 1938 America descended into panic...
https://www.youtube.com/watch?v=Xs0K4ApWl4g&t=1s
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The media can have a powerful effect on audiences.
But what is the dynamic of that relationship?
Who holds the power?
Who has the control?
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In 1995 Oliver Stones satirical thriller ‘Natural Born Killers’ was released.https://youtu.be/dH1QmfQnWbg
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Hypodermic needle theory
Says that video directors can inject their message straight into the audiences mind
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Its also referred to as the magic bullet.
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Do you think the audience is viewed as passive or active in hypodermic needle theory?
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What makes a passive audience?
1. Observe rather than actively participate.
2. Don’t question the message.
3. Accept the “truth” at face value.
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Surely people are more than just a sponge, soaking up whatever ‘facts’ are presented to them?
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Task
Today I want you to think about the idea of a passive audience. Is it possible for an audience member to be passive? What effect did the following have, and do you think it proves or disproves the idea of a passive audience? Can you argue both sides? Make notes.
Anti-Jewish World War 2 propaganda
James Bulger & Childs Play
Orson Wells & The War Of The Worlds
Fake News & the victory of Donald Trump