Theoritical models of audience behaviour
Media effects looks at the relationship the media and audiences in terms of messages and how they are interpreted, understood and processed.
Audience Theory
According to the hypodermic needle theory Ideas are injected by the media dierectly into the minds if the audience. THerefore the audience is passive, non-critical and easily influenced. THe flaw of hypodermic is that it does not attribute the audience with much common sense, intelligence or critical faculties.
According to the hypodermic needle theory Ideas are injected by the media dierectly into the minds if the audience. THerefore the audience is passive, non-critical and easily influenced. THe flaw of hypodermic is that it does not attribute the audience with much common sense, intelligence or critical faculties.
An example of Hypodermic needle was the 1938 broadcasted of the war of the world and the reaction of its massive america audience of subsequence. THe war of the worlds is a radio drama that informed the listeners that an alien invasion had happened which was currently invasion in process in 1938. THis is is which the world wide and listen to the radio show who is started to believe it was true. They reacted to this by panicking and built an atmosphere of anxiety. THe film made people panic across the North East of America and making people flee their homes. SOme the news of the japanesse attack on pearl harbour which was recieved with comments by the american publicIt as a consqence of the radio company. The hypodermic needle model (also known as the hypodermic-syringe model, transmission-belt model, or magic bullet theory) is a model of communications suggesting that an intended message is directly received and wholly accepted by the receiver. The model is rooted in 1930s behaviorism and is largely considered obsolete today
Active theories
Passive audience theory
Stuart hall developed reception theory by he was applying this to its media communication studies. He's development if reception focuses on the scope for 'negation' and 'opisition' on the part of the audience in the context of media hegemony. The meaning of the text is not inherent with in the text itself, but its created with in the relationship between the text and the reader.
Active text theory
A 'text' is not accepted passively by its audience. The reader/viewer understands the definition of the meanings of the text based on their own cultural background and life experienced.
Another Print example;
This article shows the variety of audience response of passive and aggressive response. As you can see the article with the writing of the word 'Hate' and how it is dramatically shown in the article. For Stuart Hall theory of passive response those agree are passive response and the one who reads it but don't agree with the article than they are the preferred audience. The people who are against the theory are the people who are opposed to the idea and they would be the ones who is against the idea. This article relates to stuart hall theory as the response they get is people who are again are the opposed, the people who don't really take much interest are preferred and the people who agree are the people who will agree to the article.
