1a. Two theories which are associated with the effects debate are The Hypodermic Syringe Model and The Inoculation Model. Firstly, the Hypodermic Syringe Model is a popular belief that violent images in media texts could influence the people who are exposed to them. This theory suggests that the audience of media texts respond to how the media text is presented. This can be positive or negative. Positive being something that influences good behavior e.g. a heroic act and negative being something not so good e.g. robbery. The Inoculation Model is a long term theory which suggests that repeated media messages make the audience 'immune' to them. Meaning that we are no longer shocked by the content in media texts. Some things that are negative in media are now seen as normal because we are exposed to things like drug use, alcohol use, swearing and violence on a regular basis.
1b. An example of a media text for The Hypodermic Syringe Model is a video game called 'Call Of Duty' this is a good example because it is based on a lot of violence therefore this could influence the game user to carry out similar acts. The target audience of this very gory game is teenage boys. Video games like this can easily lead the consumers to bad choices even to the extent of murder due to the extreme shooting.
The Inoculation Model has many examples. An example which I thought is relevant is 'Ted' because although this is a comedy, it shows that it is acceptable to live a life of taking drugs and drinking alcohol. Many other media texts show show this therefore society will think it is the norm.
2. Audiences are labelled either passive or active. A passive audience member is to be a follower, these members are easily manipulated into thinking a media text is good just because lots of people have talked about it. These people are controlled and a metaphor for this is being a sheep. A theory which backs this up is The Hypodermic Syringe Model because it suggests the audience is passive due to the 'injection' the audience receive when taking in media texts. This theory makes it very clear that the audience is completely passive because it implies that everyone is the same and pushes the idea away of audience members responding differently. It is obvious that this theory thinks that we would behave in a violent manner due to the 'injection' of media text we have been exposed to. This takes no notice of those who have morals and have had a cultural upbringing which contradicts this theory of everyone being the same.
Those who are active are the complete opposite to those who are passive. Active audience members have their own opinions and desire when it comes to the media. They are not controlled and they have their free-will. This suggests that are their own person and do not respond to certain media texts in a good light just because others do. It is basically just the ability to have our own mind when it comes to interpreting the things we see in the media. A theory relating to this is The Uses and Gratifications which is split into four categories. Firstly escapism is linked to those who are active because it gives them a source of entertainment. Secondly , information appeals to those who are active because it allows them to get information specific to their needs. Thirdly, personal identity is a huge thing that contributes to being an active member because it allows the audience to compare themselves with characters and situations in media texts. Lastly, social interaction is important to active consumers of media because it allows them to discuss the media they have consumed with those who have consumed the same media. Overall, this theory is clearly in favor of active consumers because it shows that consumers have their own individual needs and each need is different therefore they can chose between a wide variety of media texts which provide the needs they seek.
3. Violence shown in media texts can create a huge impact on the way in which we behave. I believe in this to a certain extent because the media is based on a lot of violence and negativity, this will impact us because we will take all of the negativity in and copy some of the acts. However, this point is not backed up enough therefore I believe this theory is wrong. Wrong because it all depends on the person consuming the media, if they are naturally violent then it is not down to the influence of the media. Suggesting that they are probably going to commit the crime regardless of seeing something negative in the media or not. In addition, people make their own free-willed choices therefore media does not influence the individual to go out and commit a crime.
4. After looking over passive and active theories I think that the active theories are more acceptable than passive. This is because active audiences are portrayed to be individuals who have their own desires and opinions. This is more acceptable than passive audience theories because passive audiences are not different, they all supposedly follow the same path and do not have their own views on the media. Suggesting that this ignores the fact that everyone is unique.
5. A media text that I have recently consumed and enjoyed is 'Pretty Little Liars.' Using the Uses and Gratification model I would say I like this TV show because is allows escapism. Escapism is brought to the media consumers, including myself because it is a very tense, drama filled show therefore it allows me to step back out of my day to day life and see how the characters are very different. The story lines provide many twists which keeps my full attention, it is something I look forward to after a busy day. Pretty Little Liars also provides personal identity. Personal identity because the teenage girls in this drama are at a similar age to me, there are story lines showing how they deal with relationships and friendships. This is very relatable to me because it is relevant to my own life.
6a. The following link is for an advert https://www.youtube.com/watch?v=gcMGrVxo0Wo It is an advert that encourage smokers to stop. It has been created effectively because it shows a man smoking in his car whilst his children are present. It is raising awareness of how bad smoking can be and shows that it not only effects the smoker it effect the people around them, it is powerful because it makes the audience of this advert think twice before harming others. A preferred reading of this advert is that the smoke shown that is being inhaled by the young boy is very bad. This would be a preferred reading because non-smokers will have a positive attitude to this advert as it is obvious they don't agree with smoking because most non smokers have an ideology of smokers doing more harm than good. It is motivational for those who do smoke and have children because children are supposed to be their parents' number one priority therefore they are most likely going to want to quit after seeing this advert. Also because the advert creators have used very good, persuasive language. For instance they say 'if you could see what's really there, you wouldn't smoke.' This will most likely scare the audience because it is a very serious matter, it has been taken to extreme levels to raise awareness to the audience.
6b. Using the same video, this advert can create a oppositional reading because the actors used in this video only show a small majority therefore it is biased. It only shows what will happen to smokers with children and not every smoker actually has a child. It assumes that the majority of smokers have young children, this is not the case. It also assumes that all smokers smoke in environments such as a car which is enclosed, this is also not the case. In reality, any ages smoke and not everyone smokes in their car. The audience are understanding of this text however some may disagree for these reasons because it doesn't relate to all smokers.
Showing posts with label Passive and active audiences. Show all posts
Showing posts with label Passive and active audiences. Show all posts
passive and active audiences
1. The two theories which are associated with the effects debate are the desensitisation model and the sensitisation model. The desensitisation model is a long term theory which suggests to the audience that is given exposure to a genre or a media message. As an example of this is that an audience member who gets exposed to a lot of shocking texts in media they would no longer act the same way to that genre of text. In the sensitisation model is the opposite of the desensitisation model, the sensitisation model suggests that the audience when consuming this text instead of becoming immune to it instead it would make the audience more aware. for an example if someone was shown something shocking in a media text they will be more shocked and be aware of the consequences it has on peoples lives.
2. A passive audience suggests that the audience is mindless and will take in the media text how the producers want them to. This also suggests that the audience will respond to the media without being able to change their opinion. With a passive audience it imply's that the audience will all have the same respond since they are seen as a group of people and not individuals, the thing with a passive audience is that the producers don't realise that all individuals have different likes and dislikes and they can all see things in different ways.
A active audience suggests that the audience all has their own desires and opinions with the media text and cannot be controlled by the producers. This is the complete opposite to a passive audience since an active audience reception suggests that every audience member is an individual and they can have and share their opinions which can be changed by the knowledge others give them.
3.I believe that violence in media text such as movies and television series causes the audience to become violent is a uneducated opinion. People have common sense to think for themselves, the media text doesn't control you. A audience member who watches a violent film or television series could react in several ways by the content, this doesn't mean they are controlled by the producers of the film/program, if the audience member is a violent person in general they are going to commit to violence at some point even if they aren't consuming a violent media text.
4. I believe that the active audience theory is more valid than the passive audience theory, this is because with the active audience theory it takes into consideration that in the audience they are are all individuals with different personalities and needs. With the passive audience theory they ignore this and believe the audience will all consume media in the same way, they see the audience as one persons personality and needs put into multiple people.I don't believe this is true because I have different opinions than other people on types of media text, because of this I believe that active audience is the more acceptable theory.
5. The use of gratifications theory is an approach to understanding why and how people actively seek out specific media to satisfy specific needs. A particular media text i enjoy is 'Prison Break' using the gratifications model to explain why i enjoy this program I would say that i enjoy it for escape and entertainment since the drama which takes place in prison break is intense which makes me want to carry on watching this amazing series. I would also say that the humour used in this program allows me to relax.
6. A) https://amorette2014.files.wordpress.com/2014/11/7149_antimarijuana_printad_daughter1.jpg
Is an anti-smoking advert to raise awareness that smoking around children is noticed by them and smoking around them will eventually end up with them picking up smoking. The advert makes the parents in the audience feel the need to nurture their children which makes them want to stop smoking. A preferred reading of this advert is to consider that firstly, that smoking around children is an awful thing to put a child through and will change their life negatively.
B) Using the same text, the oppositional reading firstly the mother in the image seems to not care that her child is there and this makes the child seem neglected, this is biased since the parents who smoke neglect their children but smoking doesn't mean that the parent would neglect their child. The quote 'someday she will be like you' is also biased to an extent, just because a parent smokes that doesn't have a conclusion of the child of being addicted to.
2. A passive audience suggests that the audience is mindless and will take in the media text how the producers want them to. This also suggests that the audience will respond to the media without being able to change their opinion. With a passive audience it imply's that the audience will all have the same respond since they are seen as a group of people and not individuals, the thing with a passive audience is that the producers don't realise that all individuals have different likes and dislikes and they can all see things in different ways.
A active audience suggests that the audience all has their own desires and opinions with the media text and cannot be controlled by the producers. This is the complete opposite to a passive audience since an active audience reception suggests that every audience member is an individual and they can have and share their opinions which can be changed by the knowledge others give them.
3.I believe that violence in media text such as movies and television series causes the audience to become violent is a uneducated opinion. People have common sense to think for themselves, the media text doesn't control you. A audience member who watches a violent film or television series could react in several ways by the content, this doesn't mean they are controlled by the producers of the film/program, if the audience member is a violent person in general they are going to commit to violence at some point even if they aren't consuming a violent media text.
4. I believe that the active audience theory is more valid than the passive audience theory, this is because with the active audience theory it takes into consideration that in the audience they are are all individuals with different personalities and needs. With the passive audience theory they ignore this and believe the audience will all consume media in the same way, they see the audience as one persons personality and needs put into multiple people.I don't believe this is true because I have different opinions than other people on types of media text, because of this I believe that active audience is the more acceptable theory.
5. The use of gratifications theory is an approach to understanding why and how people actively seek out specific media to satisfy specific needs. A particular media text i enjoy is 'Prison Break' using the gratifications model to explain why i enjoy this program I would say that i enjoy it for escape and entertainment since the drama which takes place in prison break is intense which makes me want to carry on watching this amazing series. I would also say that the humour used in this program allows me to relax.
6. A) https://amorette2014.files.wordpress.com/2014/11/7149_antimarijuana_printad_daughter1.jpg
Is an anti-smoking advert to raise awareness that smoking around children is noticed by them and smoking around them will eventually end up with them picking up smoking. The advert makes the parents in the audience feel the need to nurture their children which makes them want to stop smoking. A preferred reading of this advert is to consider that firstly, that smoking around children is an awful thing to put a child through and will change their life negatively.
B) Using the same text, the oppositional reading firstly the mother in the image seems to not care that her child is there and this makes the child seem neglected, this is biased since the parents who smoke neglect their children but smoking doesn't mean that the parent would neglect their child. The quote 'someday she will be like you' is also biased to an extent, just because a parent smokes that doesn't have a conclusion of the child of being addicted to.
Passive & Active Audiences: Homework Questions
Audience Questions
1.
The inoculation model also know as the desensitisation model and the The Hypodermic Syringe model are examples of the Media Effects debate. The inoculation model, is a long term theory and supports the idea that the constant exposure to a certain thing makes viewers less shocked by them and therefore we become immune to it and view it as a normality. For example, in the past, the over sexualisation of people was a shocking and uncommon occurrence which commonly cause distaste from the audience. However, as promiscuity and nudity are included in the majority of media texts in modern day, it has become expected and people tend to not become annoyed as it is perceived as a social norm. So, in theory, people who are commonly exposed to fashion magazines, adverts for beauty products or even some movies and tv shows like American Pie or Game of Thrones will become un-phased by the nudity and exposure demonstrated. As nudity and sexualisation- especially of females- is normalised, people may be inclined to dress in more revealing ways or become more sexualised as these topics are no loner extraordinary but expected.
The The Hypodermic Syringe model, is a short term effect and suggests that by being exposed to certain aspects of life in media, can alter and influence peoples behaviour in the real world. For example, a common belief is that by playing a violent or gory video game such as Grand Theft Auto, the player is more likely to become violent and imitate the character they embodied on on their screen. An example of this model is the murder of James Bulger, the horror movie Child's Play 3 was blamed as the murderers influence as it is assumed both boys had seen this film shortly before murdering the young child.
2.
Passive audience members are people who are easily manipulated by what they see in the media. This type of viewer are simply puppets for media creators and producers to do what they want with, meaning that this audience member only sees what the creators want them to. Passive viewers are controlled by what they see in the media and are unable to perceive any alternative reading, this idea suggests that passive audience members cannot control the message they take from a text. The Hypodermic Syringe model supports this theory as it portrays the audience as compliant robots who, if exposed to a violent act, will be inclined to mirror the fictional actions in their own life. This also works with a positive action, if a famous celebrity, that an audience member looks up to, supports a charity the passive audience theory says that they will without question be more inclined to participate in said charity. This theory has complete disregard for a persons personal ideologies, goals or history, it simply states that audience members are followers who are easily dominated by media producers.
Alternatively, Active audience members purposely become engaged and involved in the media texts they consume. Despite, what the preferred reading of a text may be, active audience members are in control of the opinion they form and the messages they take away from any text. A theory that supports this idea is the Uses and Gratifications model created by Bulmer and Katz in 1975. This theory suggests that audience members make active use of the media in order to fulfil their needs. The uses and gratifications includes Entertainment, Information, Person Identity and Social interaction which reinforces that depending on the needs of an audience member they will chose a text to fit their needs. For example, If an audience member is looking information on a certain political happening in the world, they will most likely turn to a new paper or the news on the television and take their own opinions from what they are told.
3.
I believe that the idea of violence portrayed in certain media text making people act violently in real life is completely absurd and unjustified. This theory completely disregard the idea of peoples free will and personal opinions, the idea supports the Hypodermic Syringe model and by agreeing with it, shows audience members as blind followers who will simply copy anything that is displayed to them, with no personal input at all. While there are several real life cases to back up this idea, my opinion is that the people who committed these acts where destined to act out one way or another in the near future. Some people have either been raised in a certain way that promotes violence, or are by nature an angry or violent human with a short fuse. Could a media text trigger a feeling of anger for them? maybe. But, personally I feel that a person who was not already corrupted or unstable, would not be forced by a piece of media to act violently.
4.
I believe that an Active audience theory is more more acceptable that a passive audience theory for several reasons. Firstly, active audience member theories acknowledge the individuality of audience members, and understand that different humans have different needs, interest and life experiences so no one media experience can be identical. Whereas, passive audience member theories disregard any free will of the audience and believe that everyone can be categorised into easy organisable section. I completely disagree with the passive audience theory as my personal life experience does not reflect this theory at all. Despite me having a similar personality to many of my friends, we for the most part have very diverse media tastes and looks for different needs to be fulfilled with what we consume. A person who likes a tv show I like, will no necessarily enjoy every show I enjoy and vice versa. When people are classed into the same category in the 4C’s, this does not mean they are the same person or everyone in the said category has the same interests or life goals. In my opinion the Passive Audience theories are extremely flawed.
5.
A media text that I enjoy personally is ‘The Vampire Diaries’ television show. I am going to use the Uses and Gratification model to identify why I take pleasure in watching it. First and foremost, I use this show as a form of entertainment and escapism. The witty characters, action packed plots and supernatural aspects truly allows me to step back from day to day life and be fully submerged in a new world. The way in which the characters interact and the relationships formed give the show a real heart and make me always want to come back and watch more to see whats happening to my favourite characters. As well as entertainment, I also find personal identification in the show as many of the characters are teenagers so they are going through many of the same things I go through on a daily basis; including school, relationships and friendships. Many of my friends also watch and enjoy The Vampire Diaries, so in school it allows for an element of social interaction as we can discuss and theories about what happened on the most resent episode.
6.
a) This is an advertisement addressing the issue of guns being legal in America. The advert presents two young girls, one holding a children's book ‘Little Red Riding Hood’ and the other is holding a very large gun, it then addresses the fact that the books has been banned in schools but guns are still legal. The preferred reader of this advertisement would understand the message that is being presented and would agree that guns should not be legal in the united states. They would see that a central message in this advert is the fact that schools have become unsafe due to guns being legal and therefore the number of school shootings is constantly rising. The fact that this thing that can kill is allowed to makes its way into the school system but a fairy tale that simply shows an image of a bottle of wine is banned would cause the preferred reader to question the law in the united states and maybe lead them to try and get involved with the ‘Moms Demand Action’ cause.
b) Examining the same print advertisement, an audience member who views this advert with an oppositional reading would firstly see the image as distasteful. By placing a gun in a little girls hand, they may be inclined to see that the child is being exploited as having guns legal in America does not mean anyone can use them. They would believe that guns are a unique and purposeful asset in the U.S.A that allows people to really be in charge of their own safety and by placing it in a child’s hand, the advert is lying about gun regulations in American. The fact the advert implies that guns should be banned to ‘protect’ children, may cause the oppositional reader to further dislike the advert as they believe guns are keeping families safer and the only reasons school shootings happen is because of poor school security. The oppositional reader my also see that there is reasoning behind the children’s book being banned, they would see that alcohol being shown to younger children in any way could cause poor influence if they see a literary character they enjoy, in relation to wine.
Passive & Active Audiences: Homework Questions
1) I think that the hypodermic syringe model and the inoculation model are associated with the effects debate. The hypodermic syringe model suggests to us that if we are actually exposed to a certain media text for a long time we can actually be affected by it. This has arguably happened many times in real life, for example it has been proven that the death of Jamie Bulger was triggered by violent films (more specifically child's play 3). Whereas with the inoculation model, this actually suggests to us that the more media we are exposed to, the less and less it has an impact on us. This mainly happens if the media text contains gore, violence or even swear words and over time we become less and less disgusted by them. For example if I were to watch the TV show Dexter when I was a child then I would have been disturbed by the sight of blood however now I wouldn’t be too phased.
2) Active audiences are people who are known to have their own personal opinion about a media text. Basically the media text doesn't have much control over this person as they are not easily manipulated and they can think for themselves due to them being independent. The uses & gratifications model supports this because this model shows that people use the media text for their own personal needs. People will watch media texts so that they are able to escape from reality. People will relate to a media text meaning that they have their own personal identity, this means that they are still an active audience.
Passive audiences are people who don't have their own personal opinion. They can be best described as "sheep". They are easily influenced and manipulated by the media simply because they are more of a follower instead of a media text leader. The narcotising dysfunctional can treat its audience as passive due to the fact that it believes we can be known as "Zombies". This model believes that after prolonged exposure to a media text we will become affected by it. In other words we are basically a couch potato. The media texts have the same affect on our brain as a narcotic drug therefore causing apathy, a lack of caring. This model completely ignores that we can use media for social needs. It ignores the fact that we can still think for ourselves.
3) I believe that violence on TV has had a bad impact on our society because whether we like it or not we have more people who are apart of the passive audience rather than the active. The hypodermic syringe model suggests that if the user is passive then media texts can actually have a bad impact on us resulting in the user causing bad behavior.
4) I believe that active audience theories are more acceptable than passive audience theories because passive audience theories tend to exaggerate a lot. The hypodermic syringe model suggests that once we watch a media text with a bit of violence in it that we will become mass murderers and the narcotising dysfunctional model believes that we actually do nothing with our lives when we a exposed to media texts. When we are passive we are actually referred to as zombies, as if we have no moral compass and it completely ignores our right to free will.
5) The Flash - I like watching this TV show because it is a very good form of escapism. It engages the user with a thrilling storyline and very good CGI effects within its show. Whilst watching this show I completely forget about reality and get extremely engaged with the story, even when I am up to date with the show.
6) Maybelline Adverts
The preferred reading towards these adverts are that they are aimed at people who want to make themselves look beautiful. They believe in the ideology that beauty is everything so if they are provided with new make up which is being shown on a professional model then surely they will want a try. This is simply because they think that the make up will work as well as it did on the model which is on the TV advert even though the model has actually been edited so that they look more beautiful.
The oppositional reading towards these adverts are that people believe that beauty isn't everything. Some people think that they don’t have to look beautiful in order to get along in life. They believe in that true beauty is on the inside (personality) They aren't too bothered about having all of the up to date clothing or all of the new make up, they are just bothered about being happy with themselves with whatever they do.
Passive and Active Audiences: Homework Questions
1. The Hypodermic Injection theory is associated with the effects debate. The theory states that if a constant message is being shown through the media, e.g refugees fleeing their home countries seeking asylum, the audience's behaviour will be infulenced and will stimulate them to do something. The audience receives an "injection", either good or bad, from the media and they will act on it. So with the recent news on refugees people are protesting saying refugees are welcome to the countries they're fleeing to, others are saying they should stay in their home countries. Furthermore another theory associated with the effects debate is the Innoculation/Desensitisation theory. This theory's says that if a constant message of violence is shown to the audience through long term exposure, they will become immune to this sort of behaviour. When violence is presented through films such as Kick-Ass and drug abuse is shown through The Wolf of Wall Street, the audience will not be shocked by this behaviour as they will show no emotion towards it.
2. An active audience member needs guidance when choosing an opinion on a media text. They seek help and opinions when making a decision on their opinions. They seek the help of other audience members who are called Opinion Leaders. These Opinion Leaders could be an audience members parents or reviews on a media text. They look for other opinions however they aren't always going to be same as their Opinion Leaders.
A passive audience member will go to their Opinion Leaders seeking what they think of a certain media text and agreeing with them to fit in. They will happily use somebody else's opinion instead of their own to deconstruct a media text instead of giving their own response.
3. Personally for me I don't think violence shown through television does make a person violent because I've been exposed to violence through many media texts from an early ages yet now at the age of 16 I've never committed a violent act once. When the London riots were documented it never made me want to go out and riot and cause chaos on the streets. A person has their own free will to do what they want, a media text presenting violence doesn't tell their audience to go out and cause havock, a human. makes that decision all on their own.
4. Yes I do think active theories are more acceptable than passive because as the Cultervation Model shows that the audience have a choice to do what they want with their media choice. It presents humans as individuals and can do what they want with media texts and their consumptions of them. However people only watch shows they like otherwise they wouldn't be consumed at all. Peoples likes and dislikes can be individual however people will be sharing some of the same likes/dislikes. So this then places people's likes and dislikes into categories so it doesn't represent people as individuals but as being part of a group.
5. Keeping up with the Kardashians is a show a enjoy a lot. I use this as a form of escapism as when watching this show I escape reality and watch this glamorous lifestyle unfold in front of me. I immerse myself into the drama that is presented on the reality show. For personal identity, I stupidly see myself as this person who wears amazing clothes and loves all things superficial that is shown on the show, I have everything I need right now in life just like these women do. Social Interaction is used as the show is constantly tweeted about on Twitter and I interact with other fans and the stars themselves on the Internet. Also with my peer group as we all enjoy the show and we discuss out favourite episodes and favourite people on the show,
6. The advert I watched was H&M - Close the Loop (https://youtu.be/s4xnyr2mCuI). The preferred reading of the advert would be that fashion is important has the whole advert has been created by a fashion company. Also be yourself in the clothes you wear and be an individual as the advert goes into to list and present many style types and all different people being shown in the clothes they were. Furthermore that recycling clothes should be done as at the end the advert that is the message shown, this also has an implied meaning that saving the planet is also important.
A opposite reading of this advert could possibly be that why care about what you're wearing, clothes are just clothes. Also that why try and save the environment/planet because it's already damaged and will continue to get damaged so what's the point in trying to rescue it. A cynical opposite reading could be that we are only on this planet for a few years don't waste your time saving it and focus on yourself, it won't die out In your lifetime so don't worry about it.
4. Yes I do think active theories are more acceptable than passive because as the Cultervation Model shows that the audience have a choice to do what they want with their media choice. It presents humans as individuals and can do what they want with media texts and their consumptions of them. However people only watch shows they like otherwise they wouldn't be consumed at all. Peoples likes and dislikes can be individual however people will be sharing some of the same likes/dislikes. So this then places people's likes and dislikes into categories so it doesn't represent people as individuals but as being part of a group.
5. Keeping up with the Kardashians is a show a enjoy a lot. I use this as a form of escapism as when watching this show I escape reality and watch this glamorous lifestyle unfold in front of me. I immerse myself into the drama that is presented on the reality show. For personal identity, I stupidly see myself as this person who wears amazing clothes and loves all things superficial that is shown on the show, I have everything I need right now in life just like these women do. Social Interaction is used as the show is constantly tweeted about on Twitter and I interact with other fans and the stars themselves on the Internet. Also with my peer group as we all enjoy the show and we discuss out favourite episodes and favourite people on the show,
6. The advert I watched was H&M - Close the Loop (https://youtu.be/s4xnyr2mCuI). The preferred reading of the advert would be that fashion is important has the whole advert has been created by a fashion company. Also be yourself in the clothes you wear and be an individual as the advert goes into to list and present many style types and all different people being shown in the clothes they were. Furthermore that recycling clothes should be done as at the end the advert that is the message shown, this also has an implied meaning that saving the planet is also important.
A opposite reading of this advert could possibly be that why care about what you're wearing, clothes are just clothes. Also that why try and save the environment/planet because it's already damaged and will continue to get damaged so what's the point in trying to rescue it. A cynical opposite reading could be that we are only on this planet for a few years don't waste your time saving it and focus on yourself, it won't die out In your lifetime so don't worry about it.
Homework 2
2a. One theory which considers the general audience to be passive is the 'Innoculation model', this theory connotes that the audience can become numb towards types of media due to being over exposed towards them. This suggests that if a consumer watches enough films of the horror genre the effects of gore and violence are lessened compared to the first time time the consumer saw a horror film. That much we know is true, it is general knowledge that a horror film had more of an effect on us when we had not experienced them before than the effect the same film would have after years of watching horror movies. However, this theory also suggests that the numbing effect of the exposure affects everyday life as well. This implies that other media texts have a lessened effect also such as violent news stories, one of the key reasons this is an important theory is that the fictional horror films are reducing the effects that the real-life news stories should have on us. An example of a movie which shocks the consumer enough to have this desensitizing effect would be 'Saw', gore and violence is central to this movie and this is what gives the consumer the adrenaline rush they seek. The sequels to this movie become more and more gruesome showing how the creators need to increase the goriness due to the desensitization of the consumers, this shows the theory in action as the consumer needs more and more shocking material in the text for it to have the same effect as the first time they consumed it. The cultural effects/cultivation model depicts that the representations we see in the media can affect the consumers attitudes towards ideologies in life. For example, ideologies in media of men is that they should be sporty and muscular as we see in the 'Gillete' adverts where well known sports figures are used. This leans towards the Two Step flow model however the cultivation model is a more general theory used in the majority of media texts. Modelling is transfixed on the ideal man and this is shown by the muscular, slim models used by clothing brands. This effects the consumers views, men want to be more muscular and women want a more muscular partner in turn. These ideologies are shared between all media texts and cover a wide range of things.
3. Active audiences are those who have their own way of thinking, they are free willed and this idea shows that the media must stick to their way of thinking instead of influencing the audience with their own opinions and ideologies. Active audiences are considered by the models; Cultural effects and the Two Step flow. The cultural effects model reinforces consumers ideologies therefore making us believe deeper in what we already believe, this makes it an active model as the consumers existing views are taken into account. Passive audiences are controlled by the media, meaning they tell the consumer what to believe and the consumer follows it. this gives the consumer ideologies rather than reinforcing them as we see in the cultural effects model. Passive audiences are considered in the Hypodermic Syringe model, this depicts that the consumer will act on the media they are exposed to i.e. violent acts after consuming violent media.
4. I believe that the media do effect the views of people however the idea that watching a violent film or numerous violent films will make me aggressive is a unrealistic thought. I have watched films such as Green Street which shows and practically promotes football hooliganism however I have never considered going and looking for a fight after going to a match. That is a vague idea however, a more focused example would be This Is England, I have seen the film yet it has not changed my views on race or religion in any way, I would consider myself an active audience member and it would take real life situations to affect my views rather than influence from a media text.
5.I think active audience theories are more easily received than passive due to the fact that people are generally a lot smarter than the media give them credit for. There are obviously exceptions however the public will not suddenly commit crimes after seeing them in movies/news stories etc. People commit crimes for other reasons which are personal to them, not to what they are shown. Active theories are reinforcing already existing views and this would be a lot more effective than giving the audience new views as the ideologies already exist in the consumers mind, they have most likely believed these ideologies from experience or growing up listening to the ideologies of their elders. These ideologies would be set more firmly in their minds and are therefore more easily reinforced than changed.
6. Top Gear is a show containing most of the uses and gratifications which a text could contain, the escapism element comes from the humour stemming from Jeremy Clarkson's stupidity to James May's wit and offers the reader a well known trio who the consumer can relate to. The three friends we come to know resemble some of our own friends and by using three presenters instead of two or four the consumer could count themselves as the fourth in the group of friends. The escapism could also be reflected in the exotic locations the trio travel to, the majority of the world is covered in their travels and they also offer an adventurous element in the form of the 'challenges' they embark on abroad such as the Top Gear 'Africa' special. The journey they embark on involves the drama, humour and exotic places the consumer needs for escapism.
The show also involves less of it is primarily for; news and information on new cars. However they do offer 10 minutes of each show towards it and this is where the consumer gets their fix of information in the news and facts on new and upcoming cars. The news tends to offer a picture of at least one concept car, an unrealistic look on how future cars will look, these cars are generally over the top and exotic giving the consumer and added sense of escapism.
The personal identity of the show is central to the trio of presenters mentioned before, their attitudes on air represent the average group of friends, 'the idiot', 'the joker', 'the one who knows best', etc. The jokes on air tend to be about each other which offers the consumer an inside feel to the humour. The close up shots of the presenters faces and the way the three always stand close together to give a better angled shot involving the three makes it look like the consumer is standing with their three friends.
The popularity of the show also gives a social interaction gratification to the consumer, it makes the show a popular topic to talk about with friends and family. This is an ideal show for the 'mainstreamers' defined by Young and Rubicam's 4 C's model.
7.
This advert has the preferred reading of the consumer accepting and fearing the fact that smoking kills. This ideology is proven and therefore more susceptible to the consumer as it is a fact rather than a unproven concept. The ideologies encoded in this is death, the ash figure reaching out as if in despair/regret symbolizes the end of his life and connotes the end of all cigarette smokers lives. The regret of not quitting is deeply connoted by the hand reaching out for help. The fact the cigarette is dropped on the floor also implies it has been dropped by a smoker and the ash man could mirror the "cigarette dropper's" pose as they die.
Notes: I think I chose a bad advert for question seven as there aren't a variety of ideologies behind it, hence the short answer.
3. Active audiences are those who have their own way of thinking, they are free willed and this idea shows that the media must stick to their way of thinking instead of influencing the audience with their own opinions and ideologies. Active audiences are considered by the models; Cultural effects and the Two Step flow. The cultural effects model reinforces consumers ideologies therefore making us believe deeper in what we already believe, this makes it an active model as the consumers existing views are taken into account. Passive audiences are controlled by the media, meaning they tell the consumer what to believe and the consumer follows it. this gives the consumer ideologies rather than reinforcing them as we see in the cultural effects model. Passive audiences are considered in the Hypodermic Syringe model, this depicts that the consumer will act on the media they are exposed to i.e. violent acts after consuming violent media.
4. I believe that the media do effect the views of people however the idea that watching a violent film or numerous violent films will make me aggressive is a unrealistic thought. I have watched films such as Green Street which shows and practically promotes football hooliganism however I have never considered going and looking for a fight after going to a match. That is a vague idea however, a more focused example would be This Is England, I have seen the film yet it has not changed my views on race or religion in any way, I would consider myself an active audience member and it would take real life situations to affect my views rather than influence from a media text.
5.I think active audience theories are more easily received than passive due to the fact that people are generally a lot smarter than the media give them credit for. There are obviously exceptions however the public will not suddenly commit crimes after seeing them in movies/news stories etc. People commit crimes for other reasons which are personal to them, not to what they are shown. Active theories are reinforcing already existing views and this would be a lot more effective than giving the audience new views as the ideologies already exist in the consumers mind, they have most likely believed these ideologies from experience or growing up listening to the ideologies of their elders. These ideologies would be set more firmly in their minds and are therefore more easily reinforced than changed.
6. Top Gear is a show containing most of the uses and gratifications which a text could contain, the escapism element comes from the humour stemming from Jeremy Clarkson's stupidity to James May's wit and offers the reader a well known trio who the consumer can relate to. The three friends we come to know resemble some of our own friends and by using three presenters instead of two or four the consumer could count themselves as the fourth in the group of friends. The escapism could also be reflected in the exotic locations the trio travel to, the majority of the world is covered in their travels and they also offer an adventurous element in the form of the 'challenges' they embark on abroad such as the Top Gear 'Africa' special. The journey they embark on involves the drama, humour and exotic places the consumer needs for escapism.
The show also involves less of it is primarily for; news and information on new cars. However they do offer 10 minutes of each show towards it and this is where the consumer gets their fix of information in the news and facts on new and upcoming cars. The news tends to offer a picture of at least one concept car, an unrealistic look on how future cars will look, these cars are generally over the top and exotic giving the consumer and added sense of escapism.
The personal identity of the show is central to the trio of presenters mentioned before, their attitudes on air represent the average group of friends, 'the idiot', 'the joker', 'the one who knows best', etc. The jokes on air tend to be about each other which offers the consumer an inside feel to the humour. The close up shots of the presenters faces and the way the three always stand close together to give a better angled shot involving the three makes it look like the consumer is standing with their three friends.
The popularity of the show also gives a social interaction gratification to the consumer, it makes the show a popular topic to talk about with friends and family. This is an ideal show for the 'mainstreamers' defined by Young and Rubicam's 4 C's model.
7.
This advert has the preferred reading of the consumer accepting and fearing the fact that smoking kills. This ideology is proven and therefore more susceptible to the consumer as it is a fact rather than a unproven concept. The ideologies encoded in this is death, the ash figure reaching out as if in despair/regret symbolizes the end of his life and connotes the end of all cigarette smokers lives. The regret of not quitting is deeply connoted by the hand reaching out for help. The fact the cigarette is dropped on the floor also implies it has been dropped by a smoker and the ash man could mirror the "cigarette dropper's" pose as they die.Notes: I think I chose a bad advert for question seven as there aren't a variety of ideologies behind it, hence the short answer.
Subscribe to:
Posts (Atom)