Week 6 - Tuesday - Active VS. Passive audience theories

Today we are going to look at some active and some passive media theories. 

VIDEO FROM CLASS LESSON

Activity - 

Create an extension to your slideshare that has these theories all explained in your own words and examples of it. 

Passive 

- Hyperdermic Needle theory 

- Two-step flow theory  

Take a look at these videos that explain what happened in 1938 when a radio broadcast of a fictional story, caused panic. 

Make some notes for yourin regards to how this story illustrates Stuart Hall's idea of audiences reading the media's dominant reading. Also, relate this to the hyperdermic needle theory. 

 

Active  - Uses + Gratification Theory 

Today we are going to look at Blumler and Katz's uses and gratification theory. 

Here are the 2 videos we will watch in class, for your reference if you want to revisit them. This theory should be referenced and explained in relation to Question 2 of your. CCR.

In summary 

1. The audience is conceived as active.
2. In the mass communication process, much initiative in linking gratification and media choice lies with the audience member.
3. The media compete with other sources of satisfaction.
4. Methodologically speaking, many of the goals of mass media use can be derived from data supplied by individual audience members themselves.
5. Value judgments about the cultural significance of mass communication should be suspended while audience orientations are explored on their own terms.

According to their research, goals for media use can be grouped into five uses.^[7] The audience wants to:

1. Be informed or educated
2. Identify with characters of the situation in the media environment
3. Simple entertainment
4. Enhance social interaction
5. Escape from the stresses of daily life