Audience Questions 2

2. The Hypodermic Syringe Model and The Inoculation/Desensitisation Model are both associated with the Media Effects debates. The Hypodermic Syringe Model is a short term effect theory that suggests that the audience receives an ‘injection’ from a media text when consumed. This in turn causes a stimulated response in the audience member which can be either positive or negative, considering what type of media text they are consuming at the time. If the audience member is consuming a violent text such a GTA or The Matrix they can be affected negatively, causing them to commit a violent act. If they are consuming a positive text such as a news story about a heroic act or a movie about crime-fighting superheroes they could be affected positively and stimulated to do something good and fulfilling. The Inoculation Model on the other hand implies that when an audience member is exposed for a prolonged time to a media text they could become immune to the effects of it. For example prolonged use of a violent video game could desensitise an audience member and cause them to not longer be shocked by the horrible nature of it.                                                                                  

3. If you are an active audience member that means that you are engaged to what the media has to say but you choose your own opinions. This means that you are free willed and in control of your own thoughts. On the other hand if you are a passive audience member you are controlled by the media and believe anything they spoon feed you. Passive audience members are often easily manipulated and controlled because they can’t think for themselves and need constant direction. 

4. I don’t think consuming violence on the television causes people to be violent in real life because every human being is different and we all have free will to choose what to do. I do believe in some situations people who already have something wrong with them can be affected by witnessing violence on the television but then you have to take into account their background, mental state and personality. In most cases though normal everyday people aren’t affected by violence so bad that they feel the need to commit a violent act themselves. 

5. I find that active audience theories are more acceptable than passive audience theories because it implies that everybody in the world is different and that they understand and are engaged to the world around them. The passive audience theories implies that large groups of people are exactly the same in the way their personalties and way of thinking is, which is wrong.                                                                                                                     

6. The media text I enjoy consuming is Skins, I like it because I can relate to it. For this reason the Uses and Gratification model I would use to describe it would be Personal Identity. I think this because the characters shown on the programme are the same age as me, we both go to college and we are going through similar struggles ie. growing up. I would also say I watch the programme purely for entertainment/escapism as well because I can pretend I am a better version of myself when watching it. 

7. The preferred reading of this advert would be for the audience to recognise the celebrity face and ultimately link her with the product. Products often use celebrities in ad campaigns to convince the audience that they use the product every day which make the audience feel like they have something in common with the celebrity. The producers want the audience to feel a connection with the product and the face of the campaign and in turn want them to go out and buy the product. The oppositional reading of the advert would lead the audience the reject what the advert is trying to accomplish and instead find it stereotypical and degrading to women because they are trying to sell a foundation but the picture is obviously photoshopped. This can make the audience feel manipulated and angry.