Active and Passive Audiences

Two examples of theories associated with the effects debate are the densensistation model and the sensitation model. The densensistation model is a long term theory that follows the idea that if someone is exposed to a particular media type for a long amount of time then they will become immune to this particular type. For example if someone constantly watches romance films they will therefore feel less heartfelt when something sad or upsetting happens as in theory they will of saw this type of story may times before. Sensitation on the other hand is the complete opposite. This theory goes with the idea that if someone is exposed to the same type of media repeatedly they will start to believe the message and ideologies of the text more and more. For example if someone plays violent video games over and over they will be more likely to become violent themselves.

Audience Reception can come in two different forms. One being active and the other being passive. An active audience reception describes that audiences have their own opinions about media texts that aren't fuelled by anyone else. it also suggests that audiences choose what media texts they decide to consume. A theory which supports this is the uses and gratification model created by Blumer and Katz. This theory has four sections to it. Escapism and entertainment allows the audience to consume what lets them escape from the real word. Social interaction is about how the audience discusses media texts with others. Personal identity allows the audience to consume the media that defines them as a person and finally information and knowledge which allows audiences to consume media that informs them.
A passive audience on the other hand suggests that audiences don't have their own opinions about specific media texts and the media itself tells the audiences what they should look at and think of with particular texts. A theory which backs this up is the hypodermic syringe model which is a short term model. This model suggests that the audience will take away a message from a text that fits its context. for example if a text is violent the audience will take away a violent message and be violent themselves. This theory suggest that audiences are always going to be passive an that is never going to change.

I don't believe that violence on television causes violence in real life to a very far point. People choose what message they want to take away from a text out of their own accord. if someone takes a message that they should go out and be violent towards others then that's the message they take. However with this particular topic all factors have to be considered. The majority of people who do go out and be violent after watching something violent tend to have some sort of mental issue or problem at home that leads to them being this way. This topic in particular is just too broad to say that violent television is what causes violence as their is a lot more than meets the eye to it.

Active audience theories are lot more acceptable for a number of reasons. Active theories understand that we as a human race are all individual people therefore we're all different and that no one is the same. Active theories allow us to be different whereas passive treats us like we're all the same. A common theme throughout humanity is that if all humans didn't have different personalities or beliefs then we would basically be just robots. The passive theory suggests that humans are all just robots and they do what they're told to however we know that isn't the case. Possibly in the past when the world was much more darker and things like marshal law existed everywhere the passive theory would of been acceptable however in modern society it just isn't right.

Gears of War 4 is a media text that I have been consuming recently and I like it for a number of reasons. Playing the game allows me to escape and disappear from everyday struggles and be my own person. The violence of the game allows me to let off steam when needed and also endure in something that I love. As the game is new it allows me to have Social interaction with people about the game as whenever something new comes out people tend to discuss the good and bad points about the game. GOW4 is a very violent and gory game so it is like my personal identity as it defines me as a person. My particular taste in video games is violence so it suits me perfectly. Finally the game is the fourth in the series so it feeds me information about what has happened between the previous game and what happens in the actual game itself. It also possibly feeds me information that a small group of people can overcome any sort of challenge that thrown at them to deal with

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This add is marketing aftershave by Chanel called inevitable with Brad Pitt in the background. A preferred reading to this would be that if you wear Chanel aftershave you can be like Brad Pitt. Brad Pitt is classed as a Hollywood heartthrob and is also one of the most famous actors on the planet. Its name is inevitable so this could mean anything so therefore if you want something in life then its inevitably going to happen for you. Brad Pitt is also looking at the bottle itself so someone could take from this that if you wear Chanel people will look at you.
A oppositional reading to this is that why have Chanel chose Brad Pitt to be in the add. He symbolises fame and success so what if someone wants to wear Chanel and doesn't have those things. Does it mean that they're not allowed to wear it just because they aren't famous or good looking enough. Someone could also say why do you have to wear Chanel for people to notice you. If you're a man and you cant afford Chanel then you may think that because you don't have the best aftershave on women are not going to notice you.