Audience Effects Theory
passive audience - audience that merely observes and consumes media content without critical engagement or personal interpretation . active audience - a group of individuals who actively engage with, interpret, and sometimes challenge the media messages they consume . hypodermic needle theory - an outdated and simplistic model of mass communication that suggests the media has a direct, immediate, and powerful effect on its audience . Re-watch the clip from Blue Planet above and write a paragraph analysing how elements of the clip offer the audience pleasures or gratifications (use media terminology from Uses and Gratifications theory and the 3 Vs - notes outlined above). A typical Blue Planet clip provides various pleasures through surveillance and entertainment gratifications. Visually stunning footage and dramatic narratives fulfill the cognitive need for information about marine ecosy...
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