Friday, 5 February 2016

Audience Theories

Stuart Halls Theory
Hall believes there are three ways in which audiences read media texts:

Dominant reading- This is when the reader fully accepts what they are reading and the audience will read it the way the author wanted them to.

The negotitated reading- the reader partly believes what they are seeing and accepts it to a certain extent but sometimes changes it to more suit their own feelings an interests.

The oppositional reading- the readers social position allows them to reject the reading. This could be due to them not relating to the text or not being interested.

Hypodermic needle theory
This theory suggests that the mass media could influence a very large group of people directly by ‘shooting’ or ‘injecting’ them with appropriate messages designed to trigger a response.
 this theory (a bullet and a needle) suggest a powerful  flow of information from the sender to the receiver. The hypodermic needle model suggests that media messages are injected straight into a passive audience which is immediately influenced by the message. The theory also suggests that the audience are powerless to resist the messages the authors are creating.People end up thinking what they are told because there is no other source of information.

Personally, i believe in Stuart Halls theory as I think that each and every person views media differently. There is no doubt that the media influences everybody but I think some people are influenced far more than others. The argument that violent games like GTA are making young boys more aggressive and dangerous is absurd in my opinion.I play these games almost everyday and I feel no way inclined to go out and cause havoc in my local town. I think someone would have to have previous problems or physcological issues to be influenced so easily by these games.

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