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Audience Theories. Ashleigh Johnson. Passive VS Active Consumption. Academic theories of audience can be split between models which see the audience as passive and those which see it as active. Chosen Media.
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Audience Theories Ashleigh Johnson
Passive VS Active Consumption Academic theories of audience can be split between models which see the audience as passive and those which see it as active.
Chosen Media • Marilyn Manson – American musician, songwriter, multi-instrumentalist, actor, painter, multimedia artist and former music journalist • I choose Marilyn Manson because he has been blamed within the media industry for people’s behavior
Passive or Active? • When Marilyn Manson was accused for the Columbine Massacre there were mixed opinions whether he was to blame or not. • http://www.rollingstone.com/culture/news/columbine-whose-fault-is-it-19990624 • Many where passive towards this event as they listened to how the media portrayed him as a figure of society, they reacted to the fact that the two boys listened to Marilyn Manson's music before this event happened, the media (newspapers) twisted this information coming across in a very bias way. People followed along and listened to what the media was feeding them. However as quoted from Marilyn himself ‘The president was dropping bomb yet I'm still a bad guy and he remains a good guy’. This is a true point, but the media didn't’t reflect on the presidents mistakes therefore no one commented on that event. I am an active viewer in this, as I believe this event isn't down to the music. There might have been issues within the kids lives, maybe at home or school. In addition media didn't’t print the whole story, the just took one point and pointed the blame at them. If the full story would have been put out and the viewers were to decide who’s fault it was, I think the outcome from this event would have been different.
Speculate • This event brings up a lot of passive and active opinions throughout many people. I think when it happened people were very passive and followed what the news told them. On the other hand, looking at it as a past event, we can see the other side to it and think more openly to other causes for this event, such as home life, school life or personal issues.
Hypodermic Needle Model • The hypodermic needle model (also known as the hypodermic-syringe model, transmission-belt model, or magic bullet theory) is a model of communications suggesting that an intended message is directly received and wholly accepted by the receiver. • Was developed in the 1930’s • It was to say that all audience members react in the same way when watching or reading about the same thing/event. Therefore making all viewers ‘passive’ as they would follow like sheep to what the media fed to them. • The audience were very manipulated as they were told to act and react in a certain way. This was due to the content they produced, only showing you what they wanted you to see and believe without opinion. • This theory was used for years to convince us that media would weald a terrible and dangerous influence over our lives. Essentially it works around the idea of ‘copycat’ – that is to say that it assumes the audience will copy whatever they see on the screen
Problems with the Hypodermic Needle Model • Ignores people’s free will • Ignores people’s personalities • Ignores your environmental situation – what are you doing? Where are you consuming this text? • Doesn’t consider an individuals moral compass • Suggest all of the audience is PASSIVE
Chosen Media • 9/11 attacks were a series of four coordinated terrorist attacks by Islamic Terrorist group al-Qaeda on the US. • I chose this because the media shows Muslims in a negative perception
Society • I think most of society have accepted this theory. I thin this because, Muslims are given a bad name and us now as a growing society, we look at them differently and tend to avoid them at all costs. Due to the things the media have put out about them, we all believe that they are ‘all the same’. However this is where we are wrong, we are just stereotyping them from what we have been told, instead of our own personal perceptions from meeting different individuals from this nationality.
Different To Other Media • I chose to look at the news aspect of the 9/11. This is because people are more likely to listen to facts if it is on the news such as ITV or BBC as these are news channels, which we can trust unlike fox news. However there were many films, and documentaries made, some bias some not. If we look at the George Bush documentary against 9/11 The firefighters story. The George Bush documentary is more bias and involves a more political view and breaks away from the event itself. However if we look at the Firefighters story, we don’t see anything about Muslims and their nationality being seen in a negative light, as the documentary features more footage from the main event.
Uses & Gratifications Personal Identity Comparing own life with characters and situations portrayed and to explore individual problems and perspectives Escapism/ Entertainment A form of escape from everyday pressures. A source of entertainment Information/Surveillance Information about ‘What’s going on’ in the world Social Interaction Sociability thorough discussion about TV with other people
Chosen Media • Big Brother – British version of the international reality television. The show follows a number of contestants (housemates, who are isolated from the outside world for a period of time)
Related • Big Brother is a form of Escapism and entertainment. It allows its audience to escape from everyday life and watch other peoples life • Also Big Brother is a Social Interaction, this is because many people whether is be verbally or tweeting, will talk/tweet about the program, therefore giving the program and interactive element, this has improved over the years as the show now has its own app, which gets more people involved and talking about it. • I think that in some case, people will also relate and compare themselves to different housemates. • I think Big Brother is very passive, as the company are trying to achieve a certain outcome as well as they pick the winner. They say the audience have the most ‘control’ but I believe this is wrong because they pick what goes out (what they want the viewers to see and how they perceive the show).
Why Was It Made? • My medium was invented for entertainment purposes. People enjoy watching others suffer with various people they may or may not live with. Some of the audience feel like they have a say over what happens in the house due to polls/votes on the app, social media or phone. • In addition, it is a program that a variety of different people talking about, therefore bringing up social conversations between people, maybe people whom of which you wouldn't’t normally speak too on a daily basis. • The program might make us go out of our way to make sure we don’t miss it because we don’t want to read a tweet or a status and someone ruin ‘who went out’. This type of program doesn't’t promote violence or harassment as housemates are warned of removed from the house for bad behavior and going against rules which have been re-enforced to them before the show. They are there to enjoy themselves and win but have to follow rules. The program is on during the water shed due to some of the language or references being used throughout, however this is common now in society today.
