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Unit 6: Critical Approaches

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Chris Kuta

on 16 May 2014

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Transcript of Unit 6: Critical Approaches

Audience Theory
Audience response
How the audience respond and the behaviour they have to a media text, is vital knowledge for media producers.

Without knowing how the audience will respond, we cannot change, alter and evolve media texts.
1. Ensure that all your notes are typed up into a PowerPoint. Your PowerPoint will be submitted next week on 23rd May to Mycourse.
Unit 6: Critical Approaches
C3: Audience response to media products.
How the audience respond and the behaviour they have to a media text, is vital knowledge for media producers.

Another important part to consider, is how the audience is changing.
There are studies carried out each year that investigate how media audiences change and evolve. Terms such as:
Hypodermic Needle
Uses and Gratifications
Active & Passive consumption
are used to describe audiences in terms of their viewing habits, and behaviour.
Hypodermic Needle
Audience Theory
The idea of this audience theory refers to how mass media has an effect on its audience.
Studies and suggestions from as early as the 1920's, claim that mass media passively influences its audience.
Don't forget that this theory was developed in an age when the mass media were still fairly new - radio and cinema were less than two decades old. Governments had just discovered the power of advertising to communicate a message, and produced propaganda to try and sway populaces to their way of thinking: Mediaknowall.com
Uses & Gratifications
In the 1960's, producers started to recognise that audiences were starting to choose which media texts they wanted to consume. Uses and Gratifications has grown and evolved, along with the audience, and now suggests that audiences consume media texts for the following reasons:
Cultural Transmission
Personal Relationships
Personal Identify
Active & Passive audience
The knowledge to a producer, knowing that their production has active or passive audiences is cruel to the production success.

A passive member of the audience will simply sit back and observe the media text and not engage with it.

An active member of the audience will engage with the media text, whether they act in humour, anger or enjoyment etc.

A part of a producers job is ensuring that the text turns passive viewers into an active audience.
This process is known as 'hooking'.
2. Apply an audience response case study to your chosen media text.

i) Describe/Explain the effect on the audience. (i.e. exposure to violence/sex/drugs or censorship)
ii) How would the audience respond?
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