Audience response and behaviour
Introduction
Audience theory is an element of thinking that developed within academic literary theory and cultural studies. Understanding audience theories of how the audience may be affected and how producers will try to create specific response from the audience.
Audience theory is an element of thinking that developed within academic literary theory and cultural studies. Understanding audience theories of how the audience may be affected and how producers will try to create specific response from the audience.
Audience Theory:
Hypodermic needle theory The Hypodermic needle theory suggests that the media is injected into the audience and the audience believes what the media tells them, they are a passive audience. During the 1940s/1950s the mass media were viewed as powerful influences on behaviour change, this was due to the popularisation of radio and television. As well as this there was large sums of propaganda changing audiences opinions and behaviours during the second World War.
The Hypodermic needle theory suggests that the audience will only believe what they have been told through the media, an example of this is in 1938 when there was a public broadcast of War of the Worlds. The broadcast caused mass panic across America as those who listened believed that there was indeed an invasion happening at the time. The Hypodermic needle theory could also suggest that those who view violent forms of media will then be influenced by what they have seen, though in some cases people have recreated or have been influenced by violents films, tv shows or games, most of the time the viewer is able to deference between fiction and reality. |
Uses and gratification theory:
Uses and gratification theory is a theory on the medias effect on it's audience, it deals with how and why people adopt to specific media to satisfy their needs. Uses and gratification theory is the essentially opposite of The Hypodermic needle theory it states it's what the people do with the media, not what the media does with the people. (Blumler & Katz 1974). The audience are an active audience.
There are 4 key reasons behind media use, these are listed below:
There are 4 key reasons behind media use, these are listed below:
- Surveillance: They can use it for self education, seeking advice to solves matters and make decisions, for use out of curiosity and gaining a sense of security through knowledge.
- Personal identity: This is idolising actors or celebrities, finding reasons for personal value, finding models of behaviour and gaining insight into yourself.
- Personal relationships: Is another key reason, this allows people to have topic for conversations, improving social skills, gaining a sense of belonging and it also enables people to connect with family, friends and society.
- Diversion: They'll use the media as a way of filling time, escaping from daily life, relieving tension and experiencing emotional release and sometimes sexual arousal.
Reception theory:
Reception theory is opposing from the Uses and gratification theory and the Hypodermic needle theory, Reception theory is suggesting that the media is chosen to appeal to specific people, it's the media that chooses people and not the people choosing the media. The theory was developed by Stuart Hall, he considered that all media texts are encoded with meaning by producers which are then decoded by the audience. He suggests that there are three codes which media producers allow the audience to decode, such as:
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Passive or Active Consumption:
Media texts are consumed by different audiences in different ways, an audience member can be described as either Active or Passive.
Active audiences can connect to media texts in a number of different ways, these include psychical interactivity such as a keyboard or controller. Social interactivity through joining a group who like a certain media text or phoning or talking with other fans. Intellectual interactivity, forming an opinion or having a thoughtful response to said media text. Emotional interactivity crying due to a sad scene, getting angry at certain characters or laughing along with the humour. Content interactivity this is how involved with get with the media text, such as creating a blog, discussing it online on social media sites.
- Passive audience is when the media text has an effect on the audience.
- Active audience is suggests that the audience interacts with the media text in order to create meaning.
Active audiences can connect to media texts in a number of different ways, these include psychical interactivity such as a keyboard or controller. Social interactivity through joining a group who like a certain media text or phoning or talking with other fans. Intellectual interactivity, forming an opinion or having a thoughtful response to said media text. Emotional interactivity crying due to a sad scene, getting angry at certain characters or laughing along with the humour. Content interactivity this is how involved with get with the media text, such as creating a blog, discussing it online on social media sites.
Effects debates:
There are often three different debates around how the media effects audiences.
- Those who get their ideologies of the effects of the media without any evidence, for example politicians/campaigning groups.
- Those who have conducted research into the effects of the media, whether the outcomes are positive or negative, for example academics in various fields.
- Those who are subject to debate, often children/teenagers consuming new forms of media which the 'adult culture' worries about. Often the worries are around the violence of video games or horror films.
Effects of exposure to explicit sexual or violent content:
Sex and violence are at all time high within recent movies, tv shows, videos games and music. The main argument is whether this actually affects younger audiences or not, though some people will argue that it does, others will argue that it does not.
The main argument against is that violence and sexual content has always been within parts of the media, therefore many have been exposed to this content and it hasn't affected them. However those can argue against this and say that children/teenagers are being exposed to strong forms of violent and sexual content at a much younger age when they are more impressionable, therefore they are more susceptible to being influenced by the content they witness.
The main argument against is that violence and sexual content has always been within parts of the media, therefore many have been exposed to this content and it hasn't affected them. However those can argue against this and say that children/teenagers are being exposed to strong forms of violent and sexual content at a much younger age when they are more impressionable, therefore they are more susceptible to being influenced by the content they witness.
In some rare cases children have committed acts of violence which have been influenced/inspired by the media. An example of this is The Columbine School massacre which was a school shooting that took place on 20th of April 1999. Eric Harris and Dylan Klebold committed the act, they murdered 12 students and 1 teacher as well as injuring 21 additional people, the boys then committed suicide. During investigations they found that both boys enjoyed playing violent videos games including 'Doom' a shooting game licensed by US military to train soldiers effectively kill.
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Effects of Advertising:
Advertisements take millions to make however, the company will regenerate millions back through advertising. With the rise of digital technology adverts are everywhere from billboards and bus posters to advertisements before a youtube video or on the side of your Facebook or possibly on your Instagram feed.
- The positive and beneficial effects of advertisement is that the company benefits from making their product seen and heard, it also allows word of mouth to happen if their advertisement is successful. An example of successful advertisement is the John Lewis Christmas adverts which have become the latest trend and now are having to compete with other big business for 'Best Christmas Advert'.
- The Negative effect is that it could cause people to become too obsessed with buying products, effectively making them shopaholics. As well as this some adverts can appear either too frequently or may not be produced well which can cause people to disregard the product and put them off buying from that business.
Health Concerns:
The main health concerns are those which can be deemed as obvious, such as eye strain and obesity. However it's not only this, the media can effect people's mental health and well being, due to societies standard of beauty many people suffer from self confidence issues which often lead to anxiety or depression. Young adults are often the ones most effected, it's when they are most vulnerable and having the high standard of beauty which is seen online, in films, on TV, in magazines etc, it makes it difficult for them to be comfortable with the way they look.
Censorship debates:
Censorship is there to protect the young from being exposed to scenes of strong violence, drug use and sexual content. Preventing them from being influenced by what they see, therefore censorships are put in place so young people are exposed to the right degrees of violence at the right age.
Regulation: The monitoring of and intervention in media production and consumption. The media are subject to regulators of various types, most are government appointed meaning the media is controlled by laws appointed by parliament. In film regulation are vitally important as part of the Video Recording Act 1984. There also are self regulation, voluntary controls over a sector of the media industries. Classification: This the restriction of media from certain age groups. The BBFC is the body responsible for the classification of all films released in cinema and other formats such as DVDs and in some cases video games. |
Responses:
Participatory:
When the audience is encouraged to interact with a film, tv show, game, book, magazine etc. An example of this is in shows such as X-Factor or Britian's Got Talent when the audience are encouraged to vote who they want to go into the next round of the show, it allows the audience to feel as if their participation can change the result of the show, holding their attention on the show longer. Often shows offer viewers to discuss as they watch by announcing the hashtag at the beginning of the show, some shows will also read out tweets during the show to make the viewer feel as if they are apart of the show.
When the audience is encouraged to interact with a film, tv show, game, book, magazine etc. An example of this is in shows such as X-Factor or Britian's Got Talent when the audience are encouraged to vote who they want to go into the next round of the show, it allows the audience to feel as if their participation can change the result of the show, holding their attention on the show longer. Often shows offer viewers to discuss as they watch by announcing the hashtag at the beginning of the show, some shows will also read out tweets during the show to make the viewer feel as if they are apart of the show.
Cultural Competence:
This is the understanding of signs, symbols and language. This can be used with soap operas, when stereotypes are used in order to portray certain characters, an example is that usually there is a delinquent teenager character, the audience can use their clothing, accent and body language to assume what their character is going to be like. Fan Culture: When an audience actively takes in creation of media, fan take it upon themselves to create fanart (drawings inspired by the media), fanfiction (stories inspired by characters and situations within the media). These fanarts and fanfictions are often about alternative situations to the media but sometimes are involved in the romantic paring of two characters from the show, known online as 'Shipping'. Fan cultures have existed for a long time but social networking has made it easier for fans to share content and communicate with others. Tumblr is the main base for people from all different fanbases to contact each other and share content. |
Negotiated:
This is when an audience put their own opinions and values towards a media product. Media producers can look online and do surveys on social networking sites and are able to see what they audience want and then they can create products to fit the audiences wants and needs.
Preferred:
Preferred is when the audience will take from the product. An example of this would be 'The Notebook' is a romantic comedy which are popular among woman, they'll watch the film and see Ryan Gosling's character as how an ideal man should be, therefore creating their own expectation of men from a film.
Oppositional:
When a person who isn't in the target audience will think negatively towards the other responses and therefore have a negative view on the product itself. An example of this could be 'Ghost in the Shell' which is adapted from a Japanese anime, yet the protagonist of the film is played by Scarlett Johanson, which those who were fans of the anime may be put off from seeing the film due to it being 'white washed'.
This is when an audience put their own opinions and values towards a media product. Media producers can look online and do surveys on social networking sites and are able to see what they audience want and then they can create products to fit the audiences wants and needs.
Preferred:
Preferred is when the audience will take from the product. An example of this would be 'The Notebook' is a romantic comedy which are popular among woman, they'll watch the film and see Ryan Gosling's character as how an ideal man should be, therefore creating their own expectation of men from a film.
Oppositional:
When a person who isn't in the target audience will think negatively towards the other responses and therefore have a negative view on the product itself. An example of this could be 'Ghost in the Shell' which is adapted from a Japanese anime, yet the protagonist of the film is played by Scarlett Johanson, which those who were fans of the anime may be put off from seeing the film due to it being 'white washed'.
- https://www.slideshare.net/meenaislam/uses-and-gratification?next_slideshow=4
- https://www.slideshare.net/TrangPham7/uses-and-gratification-theorypresentation?next_slideshow=2
- https://www.slideshare.net/mohammadsohaibafzaal/uses-and-gratifications-theory-34849716?next_slideshow=1
- https://www.slideshare.net/robertclackmedia/audience-theory-powerpoint?next_slideshow=1
- https://www.slideshare.net/CrispySharp/active-and-passive-audience-theories
- http://education-curriculum-reform-government-schools.org/w/2012/12/violent-video-games-promote-violence/
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