Task 2A Audience Theories

Passive and Active Consumption; 



Passive consumption is a unresponsive reaction to a text in the media. A good example of a text this works with is Hollyoaks and other soap operas. This is because these shows are prerecorded and so therefore the audience watching can do nothing to change it. This means that the audience can still react to what is being shown but can not actively change the outcome, so no active consumption is occurring

Active consumption is when the audience can change the outcome of what happens in the Show. For example on Britain's got talent the public can vote on who they want to stay and then finally who they want to win the show. This means they are having an impact on the outcome of the show. This type of consumption usually takes place on live television shows where it is easy for the audience to phone or text in or even sometimes use an app to vote for their favorite act. This is what differs from passive consumption as the audience are actually making an impact on the show as it is being shown. Other shows like this include X Factor, Love Island and The Voice.










Hypodermic Needle Theory; 
Hypodermic needle theory is the theory that when watching media like at the cinema we just absorb what we see and can't control what happens. This means that the media has control of us because we can only watch it, this makes the audience passive. An example of this is films in the cinema, you have to watch it and just absorb it because you cant do anything to change what is going to happen. 

Cultivation Model; 


Two Step Flow Model - How these influence the Effects Debate (sex/violence/censorship);






















Use and Gratifications Theory; 
















Reception Study; 
(include responses, negotiated, preferred, oppositional, participatory) 

Reception study is divided in four parts. The dominant part of reception theory is about what the audience like and agree with. This could be related to people in power during election periods like telling the audience what they want to hear so that they get more votes and get into a higher position of power.

Opposed views are when the majority of the audience knows what the dominant view is but doesn't like the dominant view, these peoples opinion do not often change from being opposed and they actively reject what they see on the media.

The negotiated view is used when the audience is unsure. Negotiated could be related to the news, as there is often people who disagree about stuff that is talked about on news. This links to news channels that can be biased towards one point and so there will be disagreement from their audience. 

Participatory view has audience participation which means the audience will make a decision about who they think is right from what they have seen.The audiences decision will change their opinion and view of the media, their decision can be influenced by others. Media that makes a participatory view will include the audience's participation unlike the Hypodermic needle model which does not have any choice.

The preferred response is what the audience's message will be from the media, this message comes from the producer. For example in horror films there is a villain who will attack the victims, throughout the film the villain hero will show a reason to be angry and scary and this is what the producer wanted because they want to scare the audience.