This document discusses different theories around media effects and audience reception of media messages. It describes the hypodermic needle theory which views audiences as passive receivers of media messages, and the passive audience theory which also sees audiences as directly influenced by media content. The document then introduces the active audience theory and postmodernist/pluralist perspectives. These see audiences as active participants who bring their own experiences and interpretations to media texts rather than passively accepting preferred meanings.

2. The media effects debate
(hegemony vs. pluralism)
The classification and regulation of video games, television and films are
notable examples that are all to do with the need for the authorities to
‘protect’ people from material which might cause social harm of one kind or
another. This will be achieved either through classification or through
censorship.

3. The media effects debate
(OCR Media Studies for A2, Third edition, Julian McDougnall, Page 114)
At the other end of the regulatory spectrum, we find
forms of regulation that at first glance appear to be
unrelated to this ‘protective obligation. So while we
are thinking about media effects constantly In one
way or another, it is useful to distinguish between
three kinds of media regulation:
 Regulation of media content
 Regulation of media access and distribution
 Regulation of media ownership and commercial
practices.
Hegemony vs. Pluralism
Passive’ audience/hypodermic theory are sometimes
referred to overall as ‘Media Effects Theory’, i.e. the
media has a direct and powerful effect on its
audience.

4. (http://www.mediaknowall.com/as_alevel/alevkeyconcepts/alevelkeycon.php?pageID=audience)
The hypodermic needle theory
Dating from the 1920s, this theory was the first attempt to explain how mass audiences might react to mass media. It is a crude
model and suggests that audiences passively receive the information transmitted via a media text, without any attempt on their part
to process or challenge the data.
Governments had just discovered the power of advertising to communicate a message, and produced propaganda to try and sway
populaces to their way of thinking. Basically, the Hypodermic Needle Model suggests that the information from a text passes into
the mass consciousness of the audience unmediated, i.e. the experience, intelligence and opinion of an individual are not relevant to
the reaction of the text.
This theory suggests that, as an audience, we are manipulated by the creators of media texts, and that our behavior and thinking
might be easily changed by media-makers. It assumes that the audience are passive and all different.
This theory is still quoted during moral panics by parents, politician and pressure groups, and is used to explain why certain groups in
society should not be exposed to certain media texts(comics in the 1950’s and rap music in the 2000’s), for fear that they will watch
or read sexual or violent behavior and will then act them out themselves.

5. Passive Audience
Theory
The Passive audience Theory is
connected to the Hypodermic
syringe theory in that they believe
the audience is ‘passive’ recipient
of media output.
Passive theories tend to see the
audience behavior as directly
affected by media content and
theorists are connected to measure
these effects, particularly with
regard to the effects of media
portrayals of sex and violence.
(Source: AS/A2 Media Studies, David Probert, Page 110)

6. Active audience theory and
Postmodernism/pluralism
Any of various theories of audience that see
the audience as active participants in the
process of decoding and making sense of
media texts.
In active theories, the beliefs, values, social
and educational background and life
experience audience bring to a text are seen
as influencing the way they accept, negotiate,
or challenge the preferred reading. Basically,
they audience are free to develop their own
interpretation.
(Source: AS/A2 Media Studies, David Probert, Page 2)
Links to Pluralism: This theory links to pluralism as
they also believe the audience are free to have
their own views and that the media do not affect
their opinion.
Links to Postmodernism: Active audience
theory links to Post modern texts as they tend
not to have embedded ideology therefor are
not patronising to an audience and allow them
to develop their own interpretations.