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  Audience theory: key notes and terminology Reminder: Passive & Active audiences Passive: This is the view that audiences  passively  take in information from the media and that these messages have the same effect on everyone. Active: This is the more modern and generally accepted view that audiences  interact  with and make conscious choices regarding the media they consume. Uses and Gratifications - Blumler & Katz Blumler and Katz stated that audiences are  active  in using or enjoying the media. They said audiences consume media products for 4 main reasons: INFORMATION/SURVEILLANCE:  learning information that you did not already know or that is useful for living (e.g. documentaries; weather or traffic).  IDENTITY:  personally relating to something - seeing your lifestyle on screen. DIVERSION/ENTERTAINMENT:  escapism and being entertained away from your normal life. RELATIONSHIPS:  social interaction, caring about characters or celebrities, forming relationships e.g watching

  Audience theory: key notes and terminology Passive & Active Passive: This is the view that audiences  passively  take in information from the media and that these messages have the same effect on everyone. Active: This is the more modern and generally accepted view that audiences  interact  with and make conscious choices regarding the media they consume. Hypodermic Needle Theory This is the suggestion that audiences are always  passive  and therefore take the intended message from the producer as if it was injected into their minds. This assumes no individual difference in audience members.  Here's a short video further explaining the Hypodermic needle model: Two-step flow theory This is the theory that consumers form their opinions based on opinion leaders like newspapers, politicians and, nowadays, celebrities. Audience effects theory: blog tasks Create a new blogpost called ‘Audience Effects Theory’ and complete the following tasks: 1) Write a definition of a  passive  au