Homework 2

2a. One theory which considers the general audience to be passive is the 'Innoculation model', this theory connotes that the audience can become numb towards types of media due to being over exposed towards them. This suggests that if a consumer watches enough films of the horror genre the effects of gore and violence are lessened compared to the first time time the consumer saw a horror film. That much we know is true, it is general knowledge that a horror film had more of an effect on us when we had not experienced them before than the effect the same film would have after years of watching horror movies. However, this theory also suggests that the numbing effect of the exposure affects everyday life as well. This implies that other media texts have a lessened effect also such as violent news stories, one of the key reasons this is an important theory is that the fictional horror films are reducing the effects that the real-life news stories should have on us. An example of a movie which shocks the consumer enough to have this desensitizing effect would be 'Saw', gore and violence is central to this movie and this is what gives the consumer the adrenaline rush they seek. The sequels to this movie become more and more gruesome showing how the creators need to increase the goriness due to the desensitization of the consumers, this shows the theory in action as the consumer needs more and more shocking material in the text for it to have the same effect as the first time they consumed it. The cultural effects/cultivation model depicts that the representations we see in the media can affect the consumers attitudes towards ideologies in life. For example, ideologies in media of men is that they should be sporty and muscular as we see in the 'Gillete' adverts where well known sports figures are used. This leans towards the Two Step flow model however the cultivation model is a more general theory used in the majority of media texts. Modelling is transfixed on the ideal man and this is shown by the muscular, slim models used by clothing brands. This effects the consumers views, men want to be more muscular and women want a more muscular partner in turn. These ideologies are shared between all media texts and cover a wide range of things.
3. Active audiences are those who have their own way of thinking, they are free willed and this idea shows that the media must stick to their way of thinking instead of influencing the audience with their own opinions and ideologies. Active audiences are considered by the models; Cultural effects and the Two Step flow. The cultural effects model reinforces consumers ideologies therefore making us believe deeper in what we already believe, this makes it an active model as the consumers existing views are taken into account. Passive audiences are controlled by the media, meaning they tell the consumer what to believe and the consumer follows it. this gives the consumer ideologies rather than reinforcing them as we see in the cultural effects model. Passive audiences are considered in the Hypodermic Syringe model, this depicts that the consumer will act on the media they are exposed to i.e. violent acts after consuming violent media.
4. I believe that the media do effect the views of people however the idea that watching a violent film or numerous violent films will make me aggressive is a unrealistic thought. I have watched films such as Green Street which shows and practically promotes football hooliganism however I have never considered going and looking for a fight after going to a match. That is a vague idea however, a more focused example would be This Is England, I have seen the film yet it has not changed my views on race or religion in any way, I would consider myself an active audience member and it would take real life situations to affect my views rather than influence from a media text.
5.I think active audience theories are more easily received than passive due to the fact that people are generally a lot smarter than the media give them credit for. There are obviously exceptions however the public will not suddenly commit crimes after seeing them in movies/news stories etc. People commit crimes for other reasons which are personal to them, not to what they are shown. Active theories are reinforcing already existing views and this would be a lot more effective than giving the audience new views as the ideologies already exist in the consumers mind, they have most likely believed these ideologies from experience or growing up listening to the ideologies of their elders. These ideologies would be set more firmly in their minds and are therefore more easily reinforced than changed.
6. Top Gear is a show containing most of the uses and gratifications which a text could contain, the escapism element comes from the humour stemming from Jeremy Clarkson's stupidity to James May's wit and offers the reader a well known trio who the consumer can relate to. The three friends we come to know resemble some of our own friends and by using three presenters instead of two or four the consumer could count themselves as the fourth in the group of friends. The escapism could also be reflected in the exotic locations the trio travel to, the majority of the world is covered in their travels and they also offer an adventurous element in the form of the 'challenges' they embark on abroad such as the Top Gear 'Africa' special. The journey they embark on involves the drama, humour and exotic places the consumer needs for escapism.
       The show also involves less of it is primarily for; news and information on new cars. However they do offer 10 minutes of each show towards it and this is where the consumer gets their fix of information in the news and facts on new and upcoming cars. The news tends to offer a picture of at least one concept car, an unrealistic look on how future cars will look, these cars are generally over the top and exotic giving the consumer and added sense of escapism.
       The personal identity of the show is central to the trio of presenters mentioned before, their attitudes on air represent the average group of friends, 'the idiot', 'the joker', 'the one who knows best', etc. The jokes on air tend to be about each other which offers the consumer an inside feel to the humour. The close up shots of the presenters faces and the way the three always stand close together to give a better angled shot involving the three makes it look like the consumer is standing with their three friends.
    The popularity of the show also gives a social interaction gratification to the consumer, it makes the show a popular topic to talk about with friends and family. This is an ideal show for the 'mainstreamers' defined by Young and Rubicam's 4 C's model.
7.This advert has the preferred reading of the  consumer accepting and fearing the fact that smoking kills. This ideology is proven and therefore more susceptible to the consumer as it is a fact rather than a unproven concept. The ideologies encoded in this is death, the ash figure reaching out as if in despair/regret symbolizes the end of his life and connotes the end of all cigarette smokers lives. The regret of not quitting is deeply connoted by the hand reaching out for help. The fact the cigarette is dropped on the floor also implies it has been dropped by a smoker and the ash man could mirror the "cigarette dropper's" pose as they die.

Notes: I think I chose a bad advert for question seven as there aren't a variety of ideologies behind it, hence the short answer.