Passive&Active Audiences questions

Two of the theories that are associated with the effects debate are The Hypodermic Syringe Model and The Narcotising Dsyfunction Model. The Hypodermic syringe model suggests that the audience receive an 'injection' of a media text. Either negative for example, a violent murder or positive for example, a heroic act and the audience are simulated in response.  Media rely heavily on blaming the media for horrific acts against humanity. One example of this would be The Columbine school shooting in what ch two boys entered a school in America and shot students. The media blamed the film The Matrix for this incident due to there being a scene in the film that played out just like this event. This is a short term effect theory.
The Norcositing Dsyfunction Model suggests that the mass media render audiences incapable of action. The name of the theory describes the way that prolonged media exposure can act like a narcotic drug on the brain, causing apathy. In this way the afflicted becomes a 'couch potato'. Several cases have come to light of child neglect due to parents becoming so addicted to a certain video game that they don't move of the couch to tend to their children.

Even if we all consume the same type of media we will all have a different view of that type of media, we have the proffered reading oppositional reading and the negotiated meaning. For example,on the front of a fashion magazine there will be an elite person, with a quote from there interview, beauty tips on how to improve your look and some inspirational quotes and stories. A preferred reading is reading what the encoders have put on the cover of the magazine and accepting it. For example it suggests that all women are interested in is celebrities lives, fashion and beauty. The negotiated reading involves the cultural experiences of each individual. For example, for an Islamic culture they may disagree with there being a female on the cover on the magazine.An oppositional reading takes in the information given and disagrees with it. For example on the cover of
 one LOOK magazine Cheryl did an interview in which she quoted how her husband 'saved her' . Women could object to this and state that a women does not need a man to rely on and bring in the idea of feminism.

There are many examples that suggest that media is partly to blame for violent acts that occur. For example .The Chucky film and the James Bulger case and also The Martix film paired with The columbine school shooting. However the theory that supports this is the hypodermic syringe model, this model does have its down sides to it as it ignores free will, people's personalities , upbringings and suggests that all audiences are passive. It doesn't take into account a persons mental state during the incident or a persons upbringing. In my opinion there is only a slight blame towards the media as what it comes down to in the end is the person who is carrying out the violence.

An passive theory for audiences would be The inoculation/Desensitisation Model which is a long term effect and suggests that long term exposure to repeated media messages makes audiences 'immune' to them. So, for example prolonged exposure to media violence desensitises the audience with the result that they are nonlonger shocked by it. To me this is incorrect as even if you are constantly exposed to violence in the media there could be that one act of violence that is more shocking than all of the other ps and will have an effect on you , for example when I am on Facebook thee are many videos on Facebook of bullying and violoncello however when a video of a beheading was leaked that shocked me.  An active theory for audiences is the Hypodermic syringe which suggests that we receive an 'injection' of a media text and a response is stimulated. This theory however ignores an individual's free will and personalities.

Uses and Gratification= The Walking Dead
The Walking Dead so far, is my favourite TV series. There are multiple reasons for this using the uses and gratification theory.
Escapism/Entertaining - it is a form of entertainment from everyday pressures for example college and college work but is also a source of entertainment for me.
Social Interaction- socialbility through discussion about TV with other people. I have friends who also watch the programme therefore after we have watched it we discuss what might happen in the next episode but also talk about what we like in the latest episode.
Personal Indetity- Due to the series not being based on a realistic problem there is not much for me to compare my individual problems with.

A preferred reading for this ad would be that women have to by this product as it will give you healthy hair , and that you will be just like Jennifer Aniston. The oppositional reading for it would be that not every women wants to be just like a celebrity and that maybe they would like to have their own individual look and style.