Viewers can consume media actively or passively
Actively: Ask and respond to media texts in a variety of ways, and be able to challenge the ideas encoded in them.
Passively: Passive audiences are most likely to believe the media text and will be directly affected by it.
Passively
Passive has hypodermic needle theory and desensitisation. The hypodermic needle theory is a communication model designed to be received and accepted directly by the recipient, essentially brainwashing them. Desensitisation occurs when viewers are repeatedly exposed to shocking or violent content, eventually causing the content to lose its "shocking or violent" impact.
Actively
Actively Use and Satisfaction Theory and Reception
Theory Reception theory is Stewart Hall's theory that media texts contain a variety of information, which are then encoded by producers and then decoded by viewers.
Use and Satisfaction Theory is Bulmer and Katz's theory that we actively use media to meet our basic social needs. Basic needs include: distraction, personal identity, social connections, and surveillance.
Comments
Post a Comment