This is to help anyone who needs to know the specific differences between active and passive audiences. Along with descriptions and theories that have been created in order to explain the influence the media has, on either active or passive audiences.
This is to help anyone who needs to know the specific differences between active and passive audiences. Along with descriptions and theories that have been created in order to explain the influence the media has, on either active or passive audiences.
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2. The effects theory
• Media effects theory is how media can affect society and how society affects the media.
• The effects theory is more about the audience’s attitudes and behaviour to media
• The Hypodermic Needle Model suggests that the information from a text passes into the mass
consciousness of the audience unmediated
3. Uses & gratification
• Escaping , or being diverted, from problems
• Relaxing
• Sexual arousal
• Emotional release
• Finding out about relevant events and conditions in immediate surroundings, society and the world
• Finding reinforcement for personal values
• Gaining insight into circumstances of others; social empathy
• Identifying with others and gaining a sense of belonging
• Having a substitute for real – life companionship
• Identifying with valued other (in the media)
4. Active and passive audience
• An active audience is one that actively engages with the text. They do not simply accept every
media message
• A passive audience is one that does not question the message that the media is sending and
simply accepts the message in the way the media outlet intended
Consumer generated media
• Consumer-generated advertising is advertising on consumer generated media. This term is
generally used to refer to sponsored content on blogs, wikis, forums, social networking web sites
and individual web sites.
5. psychographics
Mainstreamer: makes up to 40% of consumers. Do not want out from crowd – want to fit in
Aspirers: consider personal status important. Aspire to certain lifestyle choose purchases for fashion /
image
Succeeders: have arrived at success already, not aspiring to it
Reformers: highly influential group, mostly well educated, are idealists interested in influencing society
Individualists: are determined to be different from other consumers, not easily marketed to via mass
media (will have opposite effect).
6. Disadvantages of user of gratification and effects theory
• The model still implies that messages are packages of information that all the audience will read as
the same.
• It does not consider how the message are interpreted or any other factors affecting the audience’s
interpretation.
• The disadvantages of the effects theory is that it suggest that media rarely effects the audience
believing that media is powerless.