Question 1:

The Hypodermic Syringe Model believes that the audience is passive and will effectively copy anything that they see in the media. This can be in a positive or negative way - either donating to charity after seeing someone do so within the media or committing a crime after seeing someone do so within the media. People use this theory to convince others that media is dangerous. For example; a man who was being detained for theft of a car stole a gun from a police officer and then proceeded to shoot 2 of the police officers and steal a police car. People blamed this crime on the video game, 'Grand Theft Auto' and even attempted to sue the company who made the game (Sony) for the crime.
This model is problematic as it does not take into account that individuals have had unique cultural upbringings which will effect their response to media. Moreover, it does not consider individuals moral compasses and that they are able to tell the difference between what is right and wrong. Another thing the model neglects to acknowledge is the environmental situation in which an audience may be when consuming the text.

The Cultural effects/ Cultivation Model believes that the media can reinforce our existing ideologies. The portrayal of a certain group of people in the media may not be an accurate representation of them, but we continue to believe it due to our existing set of beliefs. For instance; a common representation of teenagers in the media is that they are troublemakers and rude. Certain people may hold these beliefs and due to what they see in the media, their ideologies will be reinforced which they will find appealing - due to the satisfaction of being correct.


Question 2:

Active audiences are engaged in the media they consume, whereas passive audiences are easily manipulated. Active audience members have the need for entertainment and escapism from every day pressures, this can be provided through most media texts. For instance; video games, in which they have control over the plot and outcomes of the game, TV shows in which they can vote to determine the winner, and Social Media, in which they can discuss recent events and other media texts. However, passive audience members consume media where rather than responding to the text, they simply observe. The information they receive from media will not be used to form ideologies.


Question 3:

I do not believe that violence within the media has a direct link to violent behaviour. I do, however, believe that consuming media in which violence is a common theme, can convince or inspire an individual with violent tendencies to carry out an act of violence. People may like to place the blame of peoples violent acts on violence in the media, saying that the rise in media has resulted in a rise in violent acts. I do not think that this is true, I believe that violence has always been present within the world and the rise and development in media has just helped to raise awareness of it - not actually increase violence.


Question 4:

It is my belief that active audience theories are more acceptable than passive audience theories due to the way they view the audience. Passive audience theories do not take into account that audience members have individualised views on texts and are able to share them with a relatively large platform. These theories believe that the audience is not easily manipulated and that they are not just a mass, they are individuals. For these reasons, active audience theories are more acceptable as they present a more accurate view on the audience. They understand that in order for a text to be consumed, it has to be tailored to specific audience requirements and desires. Encoders must ensure that the text is able to fulfill the needs of certain groups - as they will have a target audience.


Question 5:

One media text I enjoy consuming is Instagram. This is due to the fact that it offers Social Interaction - within the app you are able to communicate with friends using the 'direct message' feature. Moreover, Information and Surveillance is offered, you are able to see what others - not limited to people from your personal life - are doing when they share pictures, videos or update their story - providing real-time insight into their life. Elaborating on this, the use for Personal Identification is offered due to being able to relate to public figures lives as you are able to receive an insight into their life and you may feel as though it resembles similarities to your own life. It also offers Entertainment and Escapism as, personally, I use the app as a source of entertainment and it can offer escapism from personal struggles. This text is able to fulfill all of my needs from the uses and gratification model, therefore, I believe it is a great text.


Question 6:

http://photogallery.indiatimes.com/photo/25254695/photo.jpg

This advertisement is for a men's scent from Tom Ford. Within the ad, a woman is holding the bottle in a provocative manner, this may promote that if you use the scent, women will want to act in this manner with you. The ad promotes that female attention is of a high importance and that this product will help men to achieve this and receive attention from women. Furthermore, the repetition of the brand name 'Tom Ford' promotes the high status of the brand, encouraging people to purchase the product due to its high profile.

An oppositional reading of this advertisement is that it is exploiting women. The women pictured is exposing a usually private part of her body, which some people may not agree with as it is purposely for men. People from different cultural backgrounds may be offended by thus advert as they do not agree with women exposing themselves in this manner.