Passive & Active Audiences

2. 

a)  

The Narcotising Dysfunction Model
The Hypodermic Syringe Model

b) 

The Narcotising Dysfunction Model suggests that mass media consumption has rendered audiences incapable of action, that prolonged exposure to this media acts like a narcotic drug on the brain causing apathy (indifference). They become a 'couch potato' incapable of expressing concern or even excitement for the media they consume. An example of this would be that the vast amount of information received by audiences from mass media on the subject of social issues elicits only superficial concern, prompting no reaction for audiences and more cause for mass apathy.

The Hypodermic Syringe Model refers to a metaphorical 'injection' of a media text, either positive (proud/heroic imagery) or negative (violence/the extreme), that stimulates a response from the audience. Numerous examples from film, television, music and television exist that have been perpetuated by the media such as Marilyn Manson's music allegedly influencing the Columbine High School massacre in 1999. Violence in video games is especially blamed in the media for instances of violence by those who may have dabbled in playing these games.

3.

Active audiences are expected to have free-will when engaging with a media text. They are open minded and in-control of their own opinions of a media text and cannot be influenced by others. Active audiences are more likely to interpret the world around them by themselves and go against the encoded message of a media text via its producers.

Passive audiences are the exact opposite of active audiences, instead easily manipulated by the media producers and close-minded to any other interpretation of a text other than the encoder's. They are the "sheep" of society, following trends and never go against the grain of what is socially acceptable at the time. Passive audiences are weak willed, easily pushed to another viewpoint than their own. 

4.

I find that violence is a learned behaviour, but not learned from a simulated source such as television but from the people around us. The reason that people decide not to kill one another is not because of the laws in place, but because of our own deeply engrained values socially constructed through our experiences with others in our family and the peer group. Otherwise, I think individuals must have a serious mental problem if they are influenced so heavily by material that many of us encounter almost daily, yet we aren't affected.

The media usually ignores mention of previous treatment or background information on indivduals that made them susceptible in the first place to such violent responses in order to further perpetuate an agenda that pleases those hateful towards instruments of the media such as television - selling more newspapers and gaining more traffic towards their website. 

5.

I think active audience theories are more acceptable than passive audience theories because they take into account the individuality of audiences and their willingness to heavily abide by their own values. Some audiences will have brand loyalty, going completely against the views of others and they cannot be manipulated by these people - always with the intention of sticking with this brand after forming a bond between the two.

Passive audience theories neglect to acknowledge that individuals are free-thinking and not easily manipulated. We can't simply place each individual audience into a category because as active audiences we can be placed into multiple categories as there are specific needs and desires we need to fulfill as audiences.

6.

I particularly enjoy the TV drama 'Mad Men'. Using the Uses and Gratifications Model to explain why I enjoy it, there are elements of Escapism in this programme because of the time period in the 1960s. I can forget about what is currently happening outside and become immersed and swept up in that time of meticulously pressed suits and the classic music. There's a faux nostalgia about the old music and clothing that helps relax and comfort me, but there are also characters and their witty, often humourous remarks that help ease you into the setting.

Mad Men also to an extent allows me to personally identify with the characters, although they may be years older and from a different time period because of the eventful lives they live dealing with such themes as loss and heartbreak. The dry humour of the programme also allows me to identify because I have the same sense of humour, my parents have the same sort of humour and so on.

7.



a)

This Sky television advert's preferred reading is the belief that finding something that suits everyone is important for you and your family - Sky is the company that will help you choose. 'The UK's widest range' tells me that they have a variety of programming to choose from and that this will be great for your family. Joanna Lumley is featured in the advert because she is trusted and respected as a television personality and has had an illustrious career over many years - using her is a way of making the audience feel more comfortable with their choice because of her endorsement. 

b) 

An oppositional reading would be that perhaps you aren't interested in paying this sort of money and are stubborn with your money. Or even that your religious or political views prevent you from enjoying the programmes on offer. There is also the possibility that you haven't 'gone digital' yet and are abstaining from doing so and this ad only seeks to prevent you from going elsewhere.