Task 2A
There are four main theories within media and they are the passive or active consumption, the hypodermic needle model, the uses and gratifications theory and the reception study including responses.
The passive or active consumption is when the audience is not interested with what the media is showing, they do not question what has happened they just accept it. The key characteristics of this theory is that
The hypodermic needle theory started in the 1930s. This is when there is a message broadcast-ed on a television or radio which has to be accepted by the audience because there are no other sources available to get the same information from.
The uses of gratification theory is how we use the media, for example how we do social interaction, we use Facebook to do social interaction.
The reception theory is when the people who produce the media text include a message within the text. The audience can then interpret it in different ways and then can either agree, disagree or agree and disagree at the sane time.
Theory
- Passive or active consumption;
- Hypodermic needle model;
- Uses and gratifications theory;
- Reception study including Responses (negotiated, preferred, oppositional and participatory).
Questions for each theory
- What are the key characteristics of this theory, explain in your own words how this is theory works?
- Draw a diagram of find another way other than words to explain this theory
- Find a use a Media example (Poster, Film, TV show, Social Media) that you could apply this theory to? How would you measure the effect on the audience to show if this theory is successful?
