Passive and Active Audiences | Homework

1. Two theories which are associated with The Media Effects Debate are the hypodermic syringe model and the desensitisation Model. The hypodermic syringe model suggests that the audience is influenced by what they see in the media. For example, seeing violent behaviour in the media may influence the audience to act in a similar way, or seeing something positive in the media and influence the audience to do something good. The desensitisation model is a long term effect theory, which suggests that seeing repeated things in the media, for example war, makes the audience immune to it, or are no longer shocked by what they see.

2. A passive audience member is easily manipulated, disengaged and tends not to have a mind of their own. Because of this, I think the hypodermic syringe model represents the idea of a passive audience, as this model suggests that the audience is influenced by what they see in the media. For example, if a passive audience member watched a violent programme/film, it would provoke them to do the same due to this 'injection' of media.

An active audience is different because they're engaged, and have a mind of their own so they're able to interact and respond to the media more than a passive audience. An example of an active audience, would be programmes like X Factor and Big Brother, because they allow the audience to interact and have an impact on the show.

3.  To an extent, I can understand why some people may think that violence on television may lead to violent behaviour, as seeing something on television could push someone to the point where they end up acting violent, or it might trigger something in somewhere making them feel like violent behaviour is necessary. It might also justify someone's reasons for wanting to behave in a violent way. However, I disagree that violence fully causes violent behaviour because commen sense tells us that behaving in a violent way isn't okay, so you can't really justify your violent behaviour on a film or television show. I think it depends on the persons mentality and life experiences.

4. I think active audience theories are more acceptable than passive audience theories because active audience theories realise that the audience are individuals therefore they try and  target their media at everyone's individually whereas passive audience theories don't. For example, the 4Cs does not consider the individuals, as I think the majority of people would find themselves in each category so these theories aren't as accurate and acceptable than active audience theories.

5.  A media text that I enjoy is YouTube videos, particuly makeup tutorials. Relating to the Uses and Gratifications Model, these videos provide Escapism/Entertainment as I watch them when I'm bored and they keep me entertained. Although they're not always funny and can be seen as boring to a lot of people, I enjoy watching people do their makeup in different and creative ways , or see what we can do with makeup. It can also fit into the category of Social Interaction, as YouTube is a form of social media, and I can always talk to my friends about what we have seen in the videos and share our ideas. For some people, the videos will relate to Personal Identity, as they have the ability to do makeup in similar ways as seen in YouTube

6.  This is an advert for GAP Kids clothing., which promotes different labels / styles for boys and girls. The preferred reading of this advert would be that GAP want your children to look good at a young ages, and for the girls, they want them to become sociable and popular, by labelling the young girl as 'the social butterfly', and are promoting the ideology for boys that they need to achieve academically, and be clever, by labelling him as 'the little scholar' .  Overall they would see this advert as a way of making young boys and girls dress well to come across well.

An oppisational reading of the same advert would probably notice the gender stereotypes in the advert. For example, they would see it as GAP encouraging girls to  grow up to be nothing but popular and socialable, however boys should be the ones who grow up with a good education and possibly get a good job to provide for the family, similar to olden days, which promote ideologies that men should be the ones who go out to work to provide for everyone whilst the women stay at home and don't work. The advert makes it come across like the way you dress, will have an impact on the way people perceive you and your future.