Active and Passive audiences

Active and Passive audiences

1) The models I am going to discuss that are associated with the effects debate are The Narcotising Dysfunction Model and the Hypodermic Syringe Model.

The Narcotising Dysfunction Model us a long term effect theory that describes how the media acts like a 'drug' to the audience and so they're mentally attached to the text. This is also know as being a "couch potato" and wants to continue consuming the media for a long time. This model does not consider the act of the person, just their mental situation. I think that shows like "goggle box" will be used for this because the audience are consuming a show about people who are 'couch potato's' themselves and this could influence the audience to do the same.

The Hypodermic Syringe Model is a short term theory which deals with the audiences behavior and doesn't contain a emotional response. Similar to the Narcotising model the audience receive an 'injection', however this model uses a negative and positives views, for example if the audiences witness a violent act they will repeat an if they see a heroic act they will repeat it. An example of this model is the Columbine Elementary School shooting. This was when two men rein-acted a violent murder from the Matrix movie in a school, killing and injuring many innocent people.

2) A active audience theory suggests that the audience have their own opinions on the media, it implies that the audience decides how to react to a text and find their own ideological views instead of the text influencing a certain reaction. A theory to shows this concept it the Users and Gratifications Model. This theory suggests that the audience make active use of the media to fulfill their needs. There are four needs split into four categories for active audiences: the first first need is Escapism/Entertainment, this is when the audience leave their day to day lives and 'escape' into the 'entertainment' of the text. This allows them to place themselves into a the world of the characters and connect on a personal level. The next model is Information/Surveillance is about the audience gathering their own knowledge. This is useful in games shows an quiz shows as it contains facts about many different topics. The next model is Personal Identity, this allows the audience to compare and contrast their lives with the characters in the text and explore different types of lifestyles that the characters have. The last model is Social Interaction, this allows the audience to discuss their experiences with the text and provides a talking point. This model is a part of active audiences because the audience are given satisfaction or disappointment with the show and can decide themselves.

A passive audience reception suggests that the audience are easy manipulated, weak willed and a controlled audience that allow the media decide their views on a text. A passive audience can be described as a 'sheep', this is because they 'follow' in the producers footsteps and don't have their own opinion, they just rely on how the producers want them to respond. A theory which supports this is The Inoculation/Desensitisation Model is a theory that suggests that the audience are immune to shocking texts that we see in the media such as violent news reports, movie scenes and other disturbing texts. The audiences are becoming exposed to this to the point where its just part of their lives. The passive audience effected by this model can be influenced by the violence they experience and this can be shown in the "Columbine High School Massacre". This was when two men rein-acted a violent scene from a movie and this model could be blamed for this.

3) Many people believe that the media influences how we act in our day to day lives. However, from personal experiences I strongly disagree. I have seen movies and played video games that consist of murder and violence, because of this I think that every individual thinks differently and the way we act doesn't depend on the media but their own behavior and lifestyle. Even though there have been cases where people have committed crimes and blames it on a media text, I think that that individual knows the consequences and that it could be used to blame their crime on a media text.

4) In my opinion active audience theories are more acceptable than passive. This is because active theories show how people's act as their own individuals and strive off our own beliefs and ways of happiness. Where as people who follow passive theories are 'controlled' by the media and don't allow themselves to be unique, instead they are a part of a group that consists of millions of people. I believe in active audience theories because I may have similar interests to people, friends for example. However, I me and other people are different individuals in many ways.

5) A media text that I enjoy is The Walking Dead. This is because it provides 'entertainment and escapism' in many ways, for example when I watch the program I don't really think about my day to day life, instead I think about the characters problems and the scenarios that they encounter. I find this show entertaining because the scenery and situations used in the program are out of the social norms and so I find it intriguing and different to most programs. The show involves family values, violence and intensity which is good in a show.

6)  https://www.youtube.com/watch?v=vysuzs4xM1U
This advert is made by 'Sony' the television company shows hundreds of colorful bouncy balls bouncing down a steep road in the city of San Francisco. The colorful bouncy balls represent how Sony have made their most colorful and HD television yet. The preferred reading for this advert implies how if you purchase their new television, it will be like you are at the scene on the advert and it suggests how it can bring amazing scenery to your television. It also shows how amazed people are at the scene of the advert and Sony indicate that they can provide that for their customers.

Some audience members may take a Oppositional reading to this advert. This could be because they dislike Sony as a company and aren't happy with their past experiences. It could also mean that they understand what the advert is implying, however they might feel that the scenery with the bouncing balls is unnecessary.