The document discusses different theories about the relationship between media/video creators and their audiences. It introduces the hypodermic needle theory, which suggests that video directors can directly inject messages into viewers' minds, treating audiences as passive. However, it questions whether audiences are truly passive or active. It tasks the reader to consider examples like propaganda, media incidents, and fake news, and analyze whether they prove or disprove the idea of audiences passively soaking up whatever facts are presented.

1. The relationship between
the viewer & the video
Audience theories

2. Introduction

3. Be honest…..
Who wants a malteaser?

4. How much power do you think ‘the media’ has
over the people who watch (or play) it?

5. In October 1938 America descended into panic...
https://www.youtube.com/watch?v=Xs0K4ApWl4g&t=1s

6. 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?

7. In 1995 Oliver Stones satirical thriller ‘Natural
Born Killers’ was released.
https://youtu.be/dH1QmfQnWbg

8. Hypodermic needle theory
Says that video directors can inject their message straight into the audiences mind

9. Its also referred to as the magic bullet.

10. Do you think the audience is viewed as passive or
active in hypodermic needle theory?

11. What makes a passive audience?
1. Observe rather than
actively participate.
2. Don’t question the
message.
3. Accept the “truth” at
face value.

12. Surely people are more than just a sponge, soaking
up whatever ‘facts’ are presented to them?

13. 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