Audience Theory

Audience Theory

1. The media effects debate

   • From researching th media effects debate and relating it to hegemony and pluralism, I have come to the conclusion that I do not want to follow the ideas of hegemony as I don't want to appear biased although I would like to consider the idea of pluralism as I agree with the concept that the media should reflect societies diversity.

2. Hypodermic syringe and passive audience

   • The hypodermic syringe theory explains how audiences are passive as we not attempt to challenge the messages conveyed to us by media creators which is the same concept for the passive audience theory. I will not be using this with regards to my film as I believe the audience should be free to interpret media texts and decipher their own ideologies.

3. Active audience theory and post modernism

   • The active audience theory explains how audiences are actively involved in interpreting the information given to them in a media texts which links to the idea of postmodernism that assumes an active audience. I will certainly be considering this theory when planning for my short film as I would like to convey certain messages to do with my chosen theme of body image and/or sexuality although by making the film post modern I will be allowing the audience to interpret these messaged as they wish.

4. Active audience theory and pluralism

   • Through looking at the active audience theory and pluralism and comparing the two, I have decided I would like to consider them both when making my film by constructing a narrative that is somewhat open to interpretation and doesn't contain a certain ideology consequently appealing to different groups in society.

5. Clark, Hartley and McDougall

   • I agree with some of the ideas portrayed my McDougall, Hartley and Clark and will consider applying them when I come to making my own film. I agree with Clark and Hartley that it's important to try and identify with your audience so I will try to do this by making sure I carry out audience research to find out what themes and ideas would appeal to my audience. I also agree with McDougall's idea that we shouldn't encourage prejudice in the media therefore I will not be using Hartley's classification system as I don't want to appears prejudiced towards any particular groups.

6. Tapscott and Williams

   • Tapscott and Williams talk about the four key concepts in wikinomics which are opens, peering, sharing and acting globally. Their theories can be linked to the idea of web 2.0 tools which allow people to share resources and ideas. I believe that we should use the advancement in technology to our advantage by sharing resources therefore I will try to consider the theories of Tapscott and Williams as much as possible.