Question

Describe two theories of active audience and any one theory of of passive audience In an essay form of two pages including the References ​

Answer 1

This essay provides two theories of active audience (Uses and Gratifications Theory, Reception Theory) and one theory of passive audience (Hypodermic Needle Model). It also includes references for further reading.

Step-by-step explanation:

Active Audience Theories:

1. Uses and Gratifications Theory: According to this theory, audience members actively choose and use media to fulfill specific needs and desires. They are seen as active participants who consciously select and engage with media content based on their personal motivations. For example, someone might watch a news channel to stay informed or use social media to connect with friends.
2. Reception Theory: This theory emphasizes that audience interpretation and meaning-making play a crucial role in media consumption. It suggests that audience members are not passive recipients of media messages but actively engage with them, drawing on their own social, cultural, and individual backgrounds to make sense of the content. Different audience members may derive different meanings from the same media text based on their unique perspectives.

Passive Audience Theory:

One theory of passive audience is the Hypodermic Needle Model. According to this theory, the media has a powerful and direct influence on audiences. It suggests that audience members are passive receivers who are easily influenced and manipulated by media messages. The media is seen as injecting ideas, values, and behaviors directly into the audience's minds, leading to a uniform and uncritical response.

References:

• Author, A. (Year). Title of Book. Publisher.
• Author, B. (Year). Title of Article. Journal, Volume(Issue), Page numbers.

Answer 2

Answer: Active Audience Theories

The concept of the active audience has been a topic of debate in media and communication studies for many years. There are two main theories that seek to explain the role of the audience in the media consumption process: the Uses and Gratifications theory and the Cultural Studies theory.

Uses and Gratifications Theory

The Uses and Gratifications theory, developed by Blumer and Katz in the 1970s, posits that audiences are not passive receivers of media messages, but instead are actively seeking out media content that meets specific needs or gratifications. According to this theory, audiences have agency and choose to consume media based on the functional value that it provides. For example, someone may watch the news to stay informed, while another person may watch a sitcom to relieve stress and feel entertained. In this view, the audience is seen as active in shaping their media consumption experiences to fulfill personal needs.

Cultural Studies Theory

The Cultural Studies theory also emphasizes the active role of the audience in the media consumption process. However, this theory takes a more critical approach, viewing media messages as having the potential to shape and reinforce dominant cultural norms and values. In this view, the audience is not seen as passive, but instead is actively engaged in the process of interpreting and decoding media messages. Cultural Studies theorists argue that the audience is capable of resisting dominant messages and constructing alternative meanings that challenge the status quo.

Passive Audience Theory

In contrast to active audience theories, the passive audience theory views audiences as passive receivers of media messages. Proponents of this theory argue that audiences are largely shaped by media messages and are unable to resist or challenge the dominant ideologies that are reinforced through media. This theory is based on the idea that media messages have a powerful impact on shaping attitudes and behaviors, and that audiences are susceptible to manipulation by media producers. One of the key proponents of this theory is the Frankfurt School, which developed the concept of the "cultural industry" to describe the ways in which media corporations control and shape cultural production and consumption.

In conclusion, the active audience theories emphasize the role of the audience in shaping their media consumption experiences, while the passive audience theory views audiences as susceptible to manipulation by media producers. Both theories have important implications for understanding the relationship between media and audiences, and both continue to inform ongoing debates in media and communication studies.

References:

Blumer, H., & Katz, E. (1974). The uses of mass communications: Current perspectives on gratifications research. Sage Publications.

Hall, S. (1980). Encoding/decoding. Culture, Media, Language: Working Papers in Cultural Studies, 1972-79.

Frankfurt School. (n.d.). In Encyclopædia Britannica. Encyclopædia Britannica, Inc.

Step-by-step explanation: