Section A: Passive Audience Theory
- 1. Audience Theory Learning Objectives: 1. Am I able to understand audience theory? 2. Am I able to confidently analyse how audience theory could be linked to media products?
- 2. Discuss the quotation below with your partner…. The more an ideology is ‘dripped’ into society by the media, the more people believe it & accept it as true! (George Orwell)
- 3. Audience Theory - Basics • There are different types of audience theories. • The first set of theories are known as ‘effects’ models. They are to do with how the media effects the audience. • Theorists put the audience into two categories: passive and active.
- 4. The Preferred Reading • Those producing the media promote a particular interpretation of events - the preferred reading. • Those lacking direct experience of the events covered in the media are likely to accept this preferred reading. • Those with direct experience of events being covered are more likely to reject the preferred reading. • Repetition of the preferred reading over a period of time means that most people accept it and it becomes part of our culture.
- 5. Have you heard? • Have you come across any of the theories below before? What can you remember? 1. The Hypodermic syringe theory 2. Two-step Flow 3. Uses & Gratifications 4. Reception Theory
- 7. War of the Worlds • Orson Wells’ 1938 radio play was a Halloween special and was adapted from H.G. Wells novel of the same name. • Some of the show’s listeners only caught the section of the show we have just listened to and did not hear the disclaimers played at the beginning, the middle and the end of the show and took the ‘news bulletins’ they were hearing to be real. The result was wide spread panic. • After the show was aired journalist Dorothy Thompson said of the play: “Mr. Orson Welles and the Mercury Theatre of the Air have made one of the most fascinating and important demonstrations of all time...They have proved that a few effective voices, accompanied by sound effects, can convince masses of people of a totally unreasonable, completely fantastic proposition as to create a nation-wide panic.”
- 8. The Hypodermic Syringe Theory The hypodermic syringe theory is that the media is like a syringe which injects ideas, attitudes and beliefs into the audience. In some cases this may work, but the problem is that people are affected in different ways by the media -films, advertising, newspapers, television etc. The ‘audience’ are also now much more critically aware of the media and having ideas ‘injected’ into them. However, this theory still has uses -i.e. watching violent crimes can make you violent, for example the Jamie Bulger killers, copycat crimes, the ‘Power Rangers’ fighting in play grounds.
- 9. The Cultural Effects Model
- 10. The Cultural Effects Model • This model also sees the audience as passive • However the effect of the media is less immediate than suggested by the hypodermic syringe model
- 11. • This model is a Marxist model which suggests that the media is a very powerful tool in transmitting capitalist ideas, norms and values.
- 12. What is Marxism? Marxism is an economic and social system based on the political and economic theories of Karl Marx and Friedrich Engels. Based on the idea that our history is based on the struggle between classes. Anti-Capitalist as the theory proposes in a capitalist society, the rich and powerful minority dominate and exploit the working class majority. They proposed in order to advance beyond this ‘state’ the working class people must take control through a social revolution which would result in country’s having a ‘collective ownership’ of what the people produce.
- 13. • The model suggests that the media content contains strong IDEOLOGICAL messages that reflect the values of those who own, control and produce the media.
- 14. • Marxists would argue that audiences have been exposed over a long period of time to a slow ‘drip drip’ effect process • Media content gradually gains ideological values which are transmitted over a long period of time. • Eventually, most people come to accept the preferred reading of such events in the mass media.
- 15. TASK: • Try to think of 2 examples of ‘Capitalist’ Values or ideas which are transmitted through the mass media.
- 16. SOME EXAMPLES……… •Many OAP’s believe the media message about ‘dole scroungers’ so much they are too embarrassed to claim the benefits they are entitled to. (fear of being stigmatised as scroungers) •The more material possessions you own, the happier you will be. •To feel attractive/confident, women must imitate the body shape of Supermodels. • Most asylum seekers are really ‘welfare scroungers’
- 17. Check Your Understanding 1. Identify and explain one similarity and one difference between the cultural effects model and the hypodermic syringe model? 2. Suggest ways in which the cultural effects model is an improvement on the hypodermic syringe model. 3. Identify and explain the key criticism that can be made of the cultural effects model.
- 18. Cultivation Theory • We are going to watch a documentary about the history of media effects and television. • How TV Ruined Your Life – Fear • As you watch – take notes about how television has used ‘fear’ to effect the audience. • Make sure you take notes about cultivation theory and mean world syndrome.
- 19. Apply Your Knowledge • Look at the media on this slide. Think about how each of the passive effect theories you have learnt about could be applied to them.
- 20. Homework • Due: Tuesday 16th September 2014 • Using media which represents ‘youth’ for examples answer the following question: “How could passive audience effects models be applied to the representation of youth in the media?”
- 21. Analysis • Select one of the programmes you linked to a theory. • Write a short analysis – with examples – detailing how two theories could be applied to your chosen media product and; • What is the effect on the audience according to the theories?
- 22. Reflection • How do you feel about passive audience theories? • Which one do you feel is the most realistic (as in – can you see it effecting someone you know?) Why? • Which one do you think is the least realistic? Why?