The Four Theories Of Passive Audience Theory

Today’s media (news) plays an enormous role in the lives of people in directing a specific perception of the world around them. Most often media conduct's a subconscious effect upon its spectators in which the upshots are deliberately or illdeliberatly towards a particular topic.

Weber highlights the dual position of mass media, which operate both as transmission vectors and as actors. The philosopher argues that the emergence of media monopolies, especially in television, transformed information into “pre-formation” (Phillips, 2011, p.170). Indeed, journalists and reporters used to process raw data, analyze it, and provide their readers with more or less relevant keys to enable them to form their own enlightened outlook on the content presented. With the advent of information technologies, the focus has shifted towards less analysis and a larger volume of “news”: “Transparency here would equate with immediacy of meaning and accessibility of comprehension” (Phillips, 2011, p.163). News TV channels offer a constant loop of raw data over raw data. They provide only superficial critiques of the material that they offer to their viewers: ”as you say, not so long ago the notion of information ‘implied a process of alteration’: it was developed to take into account the inevitable aleatory effects of space and time in the transmission of data.” (Phillips, 2011, p.170). Social media has intensified the thirst for fast circulating, humongous volumes of material, which is doubly mistaken for information and transparency: “it [social media, author’s note] can stimulate the expectation that ‘then’ is

Assignment: As the documentary Miss Representation explains, “The media is now the message and the messenger.” Every day, we take in countless hours of media that influence how we view others and in turn how we view ourselves. It is our responsibility to consume media in an intelligent way AND fight back against negative messages put forth by the media.

To know your audience is a must or major component of communication of any kind. When you know the proper type of communication to be use and the proper information to be included in your message, will ensure that the audience will understand the message being delivered. Knowing your audience will ensure that the message is delivered appropriately and that the audience completely understands the message without any misunderstandings or confusion. In the event of a disaster or other emergency, knowing the audience that you will be delivering this

The audience is society as a whole especially those that think that connection with media can overcome lack of conversation

Using material from Item A and elsewhere, assess the usefulness of the Hypodermic Syringe Model of the Mass Media (33 marks)

Uses and Gratifications: Active audience - They are open to their own opinion of what is being shown.

In Hall’s encoding and decoding model he argues that encoding and decoding the meaning of media is not a single-sided process but one shared by both the producers and the audience. The producers encode their preferred meaning into the media using frameworks of knowledge, relations of production, and technical infrastructure (Hall, 1997). Frameworks of knowledge are the producers’ beliefs and what they assume about the audience’s beliefs. Relations of production are the needs of the financial side of the industry. Technical

Stuart Hall builds upon the the work of Roland Bathes semotics the study of signs although rather than "The ‘object’ of production practices and structures in television is the production of a message: that is, a sign-vehicle or rather sign-vehicles of a specific kind organized, like any other form of communication or language, through the operation of codes, within the syntagmatic chains of a discourse how things in the media are circulated and consumed revealing a new communication theory through the messages produced . Stuart hall introduces the gap between the production that is encoding and the representation that is decoding , he examines the relationship between the audience and the media consumed. 'Encoding-Decoding is an active audience theory developed by Stuart Hall which examines the relationship between a text and its audience '

Analysis of the audience is an important part of the presentation of a speech that precedes the selection of a topic. This process requires asking specific questions regarding the topic in order to understand the interests, knowledge, and attitudes of the audience towards the topic. As part of adopting strategies and methods to ensure effectiveness of communication, analyzing the audience is vital for audience identification. Moreover, this process enables the speaker to choose the appropriate means of communication that ensures that the message is delivered appropriately. Analyzing the audience is also a vital point in speech presentation because of its impact on the direction of the speech.

Media influence is the force by which ideas are injected into people’s lives shaping the very culture of society. This influence is masqueraded through hidden media message, resulting in a change in its audience which can be positive or negative, abrupt or gradual, short term or long term. Although mass media’s influential effect can reach a wide ranged audience as an agent of socialization the responsibility to contain what it releases has not been of importance. “The media’s socially significant obligations are formally ignored.” (A.S. Zapesotskii, 2011, p 9). Media messages can be exerted through many different outlets such as TV shows, music, movies, commercials, news, magazines, games which are all gravitated to entertain audiences ultimately offering personal gratification that can sometimes blur the lines between reality and

George Gerbner’s *cultivation theory* a macro-level system theory that examines mass communication by studying institutions, message systems, and cultivation analysis (1967; 1970; Gerbner & Gross, 1973; Gerbner et al., 1980; Potter, 2014). Theorized during the “Age of Television” (Shanahan & Morgan, 2004), the theory has been applied to newspapers and other media formats, assuming that media institutions “cultivate facts, norms and values of society” (Gerbner, 1970; Gerbner & Gross, 1976). Specifically, frequent television viewers are more likely to be influenced by portrayals of the world than viewers who watch less. The theory’s popularity grew after the rapid integration of televisions into American homes in the 1940s and 1950s, it was

The Hypodermic Needle Theory is one of the oldest in the field of media studies. Also known as the Magic Bullet Theory, it states that media has a direct, complete and immediate effect on the audience. The message for the media is directly received and wholly accepted by the user. The audience is considered to completely passive entities that are left at the mercy of the media. Media is considered to be super strong with the potential of mesmerizing its

Between 1960 and today, there have been many milestones in mass media and the way it has been presented to us. In the 1960’s television sets were becoming very popular in many households across America. The first televised presidential debate took place on September 26, 1960. “1963: Polls show more Americans report that they rely on television rather than newspapers as their primary source for news.” (“1963: Polls show…” PBS, n.d.) With the television becoming the new medium for people to gain information, this was a major milestone in how information was gathered and perceived. Also in the 1960’s the first stages of development of the internet began. Early computers were also being produced. This had set the stage for upcoming years in technology that would affect the experience of presidential elections by all.

What was astonishing was not the rapidity of the news- that is, after all, the beauty of modern broadcasting technology- but the effect that the news had on the public. In the following weeks and months, story after story demonstrated the