In this lesson we had to learn about the different audience theories. This blog post is going to explain what the hypodermic needle, passive and active consumption and uses and gratification is, with examples of how radio stations can use these different theories.
Hypodermic needle
Hypodermic needle is the idea that the media is injecting certain things into you and passing on subliminal messages to make you think you need certain things in your life. For example commercial radio stations have advertisements and these advertisements are there to persuade you to buy something even if you don't need it as mass media has a large effect on audiences.
For example radio stations like KISS advertise some cleaning products like Flash or Dazz and they make you feel like you must have one of those products and they describe it in the way that makes you feel like you should and must have one.
Passive and active consumption
Passive means they don't really have an opinion, they don't take much in and they don't pay a lot of attention but active means they go out of there way, they're mostly social network users and they create a large excitement about whatever they love and they share their opinions, read other blog posts and buy merchandise.
If passive people were listening to my radio station they'd just listen in to my show and they wouldn't bother doing much otherwise than listen to it.
If active people were listening to my radio station they'd be able to be active by listening in continuously, leaving comments on Facebook or Twitter and they can ring or text into the show.
Uses and gratification
Uses and gratification means to understand what people do with the media products.
For example -
- Emotional release
- Escaping from reality
- Pleasure
Reception theory
Reception theory is how the audience interpret the product and what they take from it.
For example they would take a song, news story or topic from the radio show and put meaning behind it because of what they feel or believe, or have had experiences will similar things in the past.
Uses and gratification
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Like your previous posts this is enough to pass GC3 but again you re lacking in detail to be able to hit the merit level.
ReplyDeleteFor example the unit explains "learners will give detailed explanations of the major audience theories (for example, the hypodermic needle model and uses and gratifications theory) and will be able to make some comments on the strengths and weakness of these models. They will refer in some detail to work done on effects of the media and will be able to use that work to draw conclusions about how to deal with what are perceived as ill effects, noting for example, ‘X observed that male college learners were less likely to sympathise with victims of rape after they had watched sexually violent movies, so this argues for keeping such safeguards as the film certification system.’
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