Passive & Active Audiences: Homework Questions

 Passive & Active Audiences: Homework Questions

by

Niamh Gallagher

2. a)  One of the theories that is associated with the effects debate is the Inoculation theory. The Inoculation theory suggests that over the years we will become immune and desensitised too media texts due to prolonged exposure to them. This can become a problem as for example some people may come to believe that such things as violent texts, like Saw and Scream, are acceptable to commit due to the repeated images of it somewhat normalising it. Another theory connected to the effects debate is the Cultural Effects model that argues that the media doesn’t control our lives and dictates what we do but that we as an audience have our own ideologies that we follow. An example of this is how the media reinforces stereotypes such as the French are romantics and the English like queuing.

3.) An active audience reception is when the viewer has their own viewpoints and opinions when it comes to the media. A theory that backs this up is the Uses and Gratification model which argues that the audience use and make active uses of the media to better their needs which Blumer and Katz, who invented the model, says fall into four categories. One of the categories is Escapism/Entertainment that gives the audience a fantastical release by letting them forget their day-to-day pressures for awhile.

However a passive audience reception is the opposite and suggests that the audience is a puppet and it is controlled how they act to the media. A theory that supports this is the Inoculation theory as this suggests the viewer is gullible and can be easily manipulated into doing things such as commits crimes. This helps with the passive belief as you can argue that one could easily be controlled into doing something by what they see in the media.

4.) In my opinion I don’t belief that violence on in the media causes people to behave like as I myself play violent games and I do not possess any violent tendencies. I belief this because I think that it is the person themselves who commit the crime and it is how you are raised which determines how you behave. Also I have the view as I belief we have freewill to decide how we act and behave and that we are not as easily manipulated by the media as some make out to be.

5.) I think active audience theories are more acceptable than passive because passive suggest that we are puppets being stringed along by the media. An example of this is that some people suggest that all people who play and watch violent pieces of media will copy these acts themselves, which is nonsense as I do both of the mentioned and have no urges to do so whatever. I don’t think this is true because as humans we have freewill and are not easily manipulated as the passive argument suggests. I also think the active audience is a better point as it acknowledges that fact we are all individual people who all enjoy different things, making us all unique.

6.) A media text which I particularly like and apply to the ‘Uses and Gratifications’ theory is the TV show 'Games of Thrones'. I think this media text fits into the Escapism/Entertainment branch of the theorem as the program is a fantastical epic which allows the viewer to be transported into a fantasy land meanwhile forgetting any boring day-to-day activities as they do so. The program fit into the Escapism/ Entertainment box as the drama and plots are entertaining and keep audiences watching for more. I also think GOT fits into the 'Personal Identity' faction as some of the story lines and characters can be sympathised and have empathy with such as when character's loved ones die. Also characters can be related and admired with such as personality and  outlook upon life and how they deal with certain situations. 'Game of Thrones' also places itself into the 'Social Interaction' category as the show is very popular and at times controversial and so many people talk about their consumption of the text with their family or peers.

 Passive & Active Audiences: Homework feffif

7.a) A Preferred reading of this advert would be that viewer is shocked by the fact a young girl died because she was drinking and driving. This would cause the audience to rethink next time they plan on driving after they've had a drink as it could happen to themselves or in the process they could harm another person through their recklessness.

b.) An Oppositional reader would believe the stereotype that all young people are reckless and brazen so it is totally in their nature to drink and drive.