Media Consumption theories
Hypodermic Needle Theory
This theory came about during the 1920's and 30's, and was based on the idea that the media was "injecting" information, ideals and such into the minds of viewers, whom are considered a passive audience. For example, if you were to watch something that promoted a product, you would be inclined to believe you want it. It creates an idea that the media is an all-powerful force that controls us all. Nowadays, this theory is mostly rejected, as it doesn't give the audience enough credit, though there is some evidence that back it up.
There are a few cases of people being influenced by media in some way. An old example are the propaganda used during WW1 and WW2, with imagery of the enemy painting them in a grotesque light and you're own leaders and countries looking more heroic. A more modern one is a TV advert for Levi Jeans in the 80's, which resulting in an increase in sales by 800%. It also caused an increased in boxer short sales, despite that not being the main focus of the advertisement.
However, this theory doesn't take into account the individuality of an audience, and so isn't fully accurate. Though that hasn't stopped politicians and reporters using this theory as a reason for violence in the world. The theory is based around a passive audience.
Uses and Gratifications Theory
In contrast to the last theory, this bases the audience as an active one. This means that it looks more at how a viewer would react to something rather than how it affects them. It also has an idea that says an audience chooses what they watch, based on four different reasons:
- Information: Whether we want to learn about the world, society or something more specific, we watch media to gain knowledge.
- Entertainment: Simply watching to enjoy or relax.
- Personal Identity: Looking to media for role models to help discern our own behaviour.
- Integration and Social Interaction: In a way to find out what other people are doing in other situations, which then may help us in our own friendship groups.
This theory is dependent on understanding that media doesn't control the audience and instead is there for them to interpret themselves.
Reception Theory:
This is based on the different ways an audience can receive the message in media, of which there are three:
- Preferred: The audience perceives the preferred reading of a media.
- Negotiated: Taking the meaning in the message, the audience will change some of intentions to suit their opinion on the matter.
- Oppositional: The audience refuses to accept the message in the media and read it in a completely different way.
Which category someone will fall into will vary depending on the audience and their: gender, age, sexuality, race, occupation and many other variables.
Active and Passive Audiences:
These are what these theories are based on. The definitions are:
Active: This model suggests that audiences interact with the media they consume, drawing a meaning from it.
Passive: A passive is more susceptible to the media, and is affected by what they consume.
This theory came about during the 1920's and 30's, and was based on the idea that the media was "injecting" information, ideals and such into the minds of viewers, whom are considered a passive audience. For example, if you were to watch something that promoted a product, you would be inclined to believe you want it. It creates an idea that the media is an all-powerful force that controls us all. Nowadays, this theory is mostly rejected, as it doesn't give the audience enough credit, though there is some evidence that back it up.
There are a few cases of people being influenced by media in some way. An old example are the propaganda used during WW1 and WW2, with imagery of the enemy painting them in a grotesque light and you're own leaders and countries looking more heroic. A more modern one is a TV advert for Levi Jeans in the 80's, which resulting in an increase in sales by 800%. It also caused an increased in boxer short sales, despite that not being the main focus of the advertisement.
However, this theory doesn't take into account the individuality of an audience, and so isn't fully accurate. Though that hasn't stopped politicians and reporters using this theory as a reason for violence in the world. The theory is based around a passive audience.
Uses and Gratifications Theory
In contrast to the last theory, this bases the audience as an active one. This means that it looks more at how a viewer would react to something rather than how it affects them. It also has an idea that says an audience chooses what they watch, based on four different reasons:
- Information: Whether we want to learn about the world, society or something more specific, we watch media to gain knowledge.
- Entertainment: Simply watching to enjoy or relax.
- Personal Identity: Looking to media for role models to help discern our own behaviour.
- Integration and Social Interaction: In a way to find out what other people are doing in other situations, which then may help us in our own friendship groups.
This theory is dependent on understanding that media doesn't control the audience and instead is there for them to interpret themselves.
Reception Theory:
This is based on the different ways an audience can receive the message in media, of which there are three:
- Preferred: The audience perceives the preferred reading of a media.
- Negotiated: Taking the meaning in the message, the audience will change some of intentions to suit their opinion on the matter.
- Oppositional: The audience refuses to accept the message in the media and read it in a completely different way.
Which category someone will fall into will vary depending on the audience and their: gender, age, sexuality, race, occupation and many other variables.
Active and Passive Audiences:
These are what these theories are based on. The definitions are:
Active: This model suggests that audiences interact with the media they consume, drawing a meaning from it.
Passive: A passive is more susceptible to the media, and is affected by what they consume.
Magazine Article
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