Passive & Active Audiences - Homework

Jonathan Taylor

2a) Name two theories which are associated with the effects debate

2b) Explain these two theories using examples.

Two of the media effects debate theories are titled the ‘Desensitisation/Inoculation Model’ and the ‘Cultivation Model’.

The Desensitisation/Inoculation Model is based on the idea that the images/messages a media text may give us may become less ‘shocking’ over time. To put into context, one idea is that if someone plays on very violent video games or movies, that if this kind of violent event happened in person, the person would be ‘numbed’ to respond to it because they would almost see it as possibly the norm, when in fact it might be a situation into which people would react with worry and emergency. The idea of the inoculation in this model is that once the ‘virus’ (message/image e.g. violence) of the vaccine is ‘inserted’ into someone, that once when they have fought off that ‘infection’ (the shock of the message/image) that it would ‘protect’ from the ‘virus’ attacking again, so the ‘virus’ would lose it’s effect.

The Cultivation Model is based on the idea that media texts confirm ideas that people already have, due to their upbringing, geographical location, culture, religion, beliefs etc. An example of this is the ideology of marriage being between a man and a woman that some people have, where some media texts such as Newspapers, have taken a political/religious stance on the topic and those watching with the same views as those presented in these Newspapers will be able to relate to the text and have it ‘echo’ their own opinions/prejudice/hatred, this may then consolidate their own views.

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

The active and passive audiences are just the way that someone perceives the audience to be, not that there are two types of audience.

Active audience perception would say that the audience forms the media itself, that without the audience reacting and criticising media, that it could not evolve and fit its target market etc. An active audience is seen as a collection of people who have their own opinions and control over what they think/believe/say.

The passive audience perception however, holds the idea that the audience are almost controlled by media itself. That media itself influences, if not controls the audience. The audience are seen to be in lack of personal identity, opinions, power or knowledge and so are ‘spoon-fed’ media which they will then consume exactly how it was intended, without being able to contest it.

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

I believe that its effect varies from person to person and also the scenario/situation. I personally would say I am one of the least violent people I know, both in manner and mentality, but I have watched things with violence in and whilst I do not particularly enjoy those parts of media texts in comparison to other parts, I have still consumed a large chunk of violence so far in my life. In fact, I could go as far as to say that I almost am repulsed at any form of violence because it is not in my personality/nature to be like this, this has never changed in the 17 years I have been alive and in fact over time I have become even less ‘violent’, even though I have consumed more violence from media texts as time has gone on.

I think people are quick to dismiss pre-dispositions (seen in the cultivation model) aswell as issues such as mental illness, as factors for violent behaviour, they try and blame this idea of ‘media’ because they want to deny that a human would be so cruel as to commit a violent act, because this very thought terrifies them. However, I would say that the ‘alternate reality’ some media texts such as video-games and films give can reinforce, if not create, a blurred sense of life/reality/humanity which could stem from psychosis etc. but would almost directly influence someone who may not have initially wanted to be violent, but through this blurred version of virtual/reality find it hard to differentiate between the two.

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

I would say that geographical location of the audience of a media-text would affect which theory is more acceptable for explaining how they act (actively/passively).

In the MEDC parts of the world (such as Europe/USA), the active audience theories are definitely more acceptable. I think this because of the way that society in these countries are said to be given ‘free-will’ and opinions, but are also educated with different viewpoints etc. and not just fed one viewpoint constantly until it becomes concrete in their mind.

However, in LEDC parts of the world (such as parts of Africa and India) the audience might actually be better categorised under the idea of a passive audience. Due to strong political/religious influence in some of these places, if a media text is created, they might just believe every word and take the messages presented as truth, because they haven’t been educated to combat these views or possibly live in fear of not conforming to follow the messages/images of media texts. One example was the outrage caused when the Pope of the Roman Catholic church roughly 4 years back visited both France and Africa within 1 week of each other and made it into various news  interviews about how contraception was ‘sinful’ and ‘against God’s plan’. In France many people highly criticised these words and contested with the Popes ideologies. However, when visiting Africa, which is known for it’s corrupt governments at the time, preached the same message on interviews etc. and there was much more of a  positive/accepting response, mainly because he was ‘special’ and ‘holy’ – so they took his authority, rather than being active. They were subdued and just took his ‘word for it’ due to the way society was structured.

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

Disc 2 of Kate Bush’s 2001 album release ‘Aerial’ features a 47 minute track entitled ‘An Endless Sky Of Honey’. Based on the Uses & Gratifications model, I would say that this text for me is mainly used to gratify my need of escapism/entertainment, but also gratifies my need of personal identity and slightly gratifies my need of social interaction. The track is a Art-Rock genre track, with contrasting styles and moods blended together masterfully with a classical style, this definitely gives me a sense of something otherworldly/higher-up than daily life, which I really enjoy consuming as a text because the uniqueness and surrealism captures my attention and pulls me away from my normal style of thinking etc. This is entertaining also, due to its length, there is always something going on and each time I listen I discover new arts/instrumental lines I have never realised before.

I also think that my need to personally identify is gratified with this track, aswell as many other Kate Bush works. Lyrically, the track blurs through various ideas, one in particular is seen in the ‘Somewhere In Between’ segment of the track – where lyrics such as ‘I’m somewhere in between breathing out and breathing in’ echo how I feel a large amount of the time, representing people who feel lost in society and neither feel alive nor dead sometimes.

I am unsure whether I truly could say I listen to Kate Bush/this particular text to satisfy any sort of social interaction need, as I know very few people who also listen to her, aswell as most of consumption of music being private, through headphones and this is one of, if not my favourite way to consume this kind of media. I don’t believe that I get any sort of information/surveillance out of this text, but in fact that the lack thereof of the mentioning of the here and now, aswell as the almost separation from reality is what draws me into the text even more.

7. Find an advertisement online, in a magazine or in a newspaper:

a) Write down what the preferred reading would be.

b) Make suggestions for an Oppositional reading of the advert.

http://www.visit4ads.com/sitecontent/LG/fullZZZZZZPRW070415005527PIC.jpg

(KIA Cars - Paper Advert ‘Pwhoar x Pwhoar’)

The preferred reading would be that this car is something to ‘pwhoar’ at, so in essence, be amazed by, that this is something spectacular. The simplicity of the design may suggest that this car is classy, simplistic yet stylish and amazing (pwhoar-worthy).

An oppositional reading may say that cars are not ‘amazing’ due to the fact that materialistic things or maybe even just cars, do not interest them enough to be amazed. They may say that the advertising for cars in this case is superficial and lacks authenticity. The play on words of ‘4 by 4’ to ‘phwoar x phwaor’ may actually be seen as ‘tacky’ by some, who may say it’s humour is weak and childish, for example.