Effects Theory

Passive & Active audiences

Passive: This is the view that audiences take in information from the media that has the same effect on everyone.

Active: This is the more modern and generally accepted view that audiences interact with the media they consume.

Hypodermic Needle Theory

This is the suggestion that audiences are always passive and therefore take the intended message from the producer as if it was injected into their minds.

This assumes no individual difference in audience members.

It was believed that in the 1930's that the media was this powerful.

Write down a media text for each category of Blumler & Katz🐱Uses and Gratification theory and why it fits that particular audience use/gratification:

Information/Surveillance😊: Learning information we didn't already know

>Why: This is useful for people to watch because instead of them sitting down and watching non fiction and not learning anything but they can be lazy whilst learning about the world and its past history (or other planets).

Identity🤷‍♀️: Personally relating to something

>Why: This is helpful because it helps to remind the person viewing (the audience) that characters in their favourite shows go through the same things as them as well. It helps to remind them that there not alone and everyone has struggles.

Diversion/Entertainment🥳: Escaping and being entertained away from your normal life

>Why: This is useful for the audience because it helps them to forget all their problems/worries for a good while. Its also helpful because it can be used to escape from our world and help us as the audience go to one we've never been to before.
An example for this are movies such as; 

Marvel films, Chronicles of Narnia, Hunger games etc.

Relationships💖🔐: Having relationships or caring about characters from TV series or soap operas

>Why: This is quite similar to diversion /entertainment but is different as well. Having a relationship with a character makes you forget about whats going on in your life and worry about there's, but that's if you have a positive relationship with them. If you have a negative one then your going to hope something bad happens to them. Also having positive or negative relationships with any character would make you want to know whats going to happen to them so you keep watching. You may even binge watch.

Watch the clip from Blue Planet above and write a paragraph analysing how elements of the clip offer the audience pleasures or gratifications (use media terminology from Uses and Gratifications theory and the 3V's - notes outlined above).

https://www.youtube.com/watch?time_continue=113&v=_38JDGnr0vA

The 3 V's

Visceral Pleasure: Physical thrill of watching something e.g hairs on the back of your neck in a horror film, sport, big explosions
Vicarious Pleasure: Experiencing something through the characters.
Voyeuristic Pleasure: Watching people e.g hidden camera shows / elements of reality TV like Big Brother.

Blue Planet Clip:

The clip from Blue planet allows us as consumers to experience diversion because its like you have escaped your house to the underwater world and you didn't even need to leave your house. It also has elements of surveillance because you are able to learn new information that you didn't know already. Lastly it has elements of relationships because the consumers may develop love and sympathy for the animals
underwater.