Active and Passive Audiences

Name two theories which are associated with the effects debate.
Explain these two theories using examples.

One theory which is associated with the effects debate is the Hypodermic Syringe Model. This model gives the audience an 'injection' of a media text. This could be positive or negative. It could be a violent or a heroic act. There have been many examples of this throughout many media texts, people have tried to do things like replicate scenes from violent films. Games such as Grand Theft Auto have also received criticism for the violence in their games, as people also have attempted to imitate scenes from the game.

Another theory which is associated with the effects debate is the Inoculation/Desensitisation Model. This model is the idea that scenes which contain a great deal of violence are filmed in particular ways. The purpose of this is to shock the audience. The shock could lead people away from violence, or make them more likely to report violence and crime, or become more active and do something about it themselves.

With reference to examples, explain the differences between ‘active’ and ‘passive’ audience reception.

There are many difference between the active and passive audience theories. An active audience member will form their own opinions on a text and look at the text from their point of view. They are always engaged and in control of their thoughts of a text. Whereas a passive audience member is the complete opposite. They are easily manipulated and weak willed. They will only look at a text one way, the way the text intended them to view it. Passive audience members will never attempt to look at a text in a different way, and could be considered the 'sheep' of society.

How far do you think that violence on television causes violent behaviour?

Personally, I believe violence in media texts can influence whether somebody takes part in violent activity, but I do believe it only has a small influence. The media definitely has some influence, things like scenes from films or TV programmes could potentially put a violent idea in someone's head, but if you go out and then perform that violent idea, there is a bigger problem than just the media one consumes. These could be issues with a persons mental health or even upbringing. Almost everybody will have been exposed to a violence on television, yet the vast majority of us do not live violent lives. There are much bigger problems than the media.

Are active audience theories more acceptable than passive audience theories? Give reasons for your answers.

I believe that active audience theories are more acceptable than passive audience theories. This is because passive audience theories imply we are all controlled by the media and we don't have a mind of our own. If this theory was to be true, everyone who has played violent games or watched violent films would be a criminal. I play violent games daily, yet I have no thoughts or wish to go out and kill somebody. Active audience theories acknowledge we all have a mind of our own, and we can form our own opinions on a media text.

Choose a media text which you particularly like and apply the ‘Uses and Gratifications’ theory to explain why you enjoy it so much.

One media text I particularly enjoy is the game NBA 2K13. Using the Uses and Gratifications theory, I believe it fits all areas. It provides Escapism/Entertainment because, despite it being virtual, I enjoy being able to be a LeBron James or a Dwyane Wade, making incredible shots and dunks. The game also provides me with information, albeit basketball information. I can looks at players stats throughout their careers and the game has a ticker on the top of the screen, which is updated daily with the latest NBA news. It is also used for social interaction as the game has many different features where you compete or play with friends online, or whilst together when at home. Finally, it also provides personal identification as I myself am a huge basketball fan, so the game is personal to me, as it will be to many others who play the game.

Find an advertisement online, in a magazine or in a newspaper.
Write down what the Preferred reading would be.
Make suggestions for an Oppositional reading of the advert.

The preferred reading of this text is it is a sports magazine, but this particular copy mainly concerns LeBron James. Sports Illustrated is using LeBron James on the cover because he is widely recognised as the best basketball player on the planet, and is hugely popular all over the world. LeBron left his hometown team after seven years to join up with fellow star Dwyane Wade and received a tonne of criticism and hate all over America for this move. Sports Illustrated wants people to know how he felt on the whole situation and how it effected him personally and there will be thousands of people who want to know what LeBron has to say.

However, some will take an oppositional reading of this text, and not purchase it simply because LeBron James is on the cover. This could be because they are sick of seeing him on the cover, as he holds the record for the most appearances on the magazine. However, the most likely reason for someone taking an oppositional reading on the text is LeBron's departure from the Cleveland Cavaliers. LeBron James left Cleveland by having an hour long television special to announce which team he would be signing for. Since then, many believe all LeBron cares about is publicity, and won't care for that he has to say now. Some Cleveland natives in particular would not buy this magazine no matter what. Some fans have such a level of hate for LeBron James, they wouldn't want to buy anything endorsing him, or associated with him.