Skip to main content

The hypodermic needle theory. (Audience continued)

The effects model, the hypodermic needle theory.

The theory suggests that the mass media could influence a very large group of people directly and uniformly by "shooting" or "injecting" them with appropriate messages designed to trigger a desired response. They express the view that the media is a dangerous means of communicating an idea because the audience is powerless to resist the impact of the message. People are seen as passive and are seen as having a lot of media material "shot" at them. People end up thinking what they are told because there is no other source of information.

Passive audience theories:

  • The cultivation theory.
  • The hypodermic needle theory.
Active audience theories:
  • Reception theory.
Decoding: Decoding is the audiences job to break down the text of a media product in order to find out what it means.

 Encoding: Encoding is done by the producer of a media product and involves creating a piece for the audience to deconstruct and take meaning from. 

 https://www.youtube.com/watch?v=aYxG1ASrYKo

The producer of this advertisement has used narrative to show that diesel can make the owner feel unique and individual. The produced has also used this advert to show the audience that diesels clothing can help a person to express their personality through clothes, making a bold statement and showing their style. The ideology that has been represented in this avert shows that diesel wants to show that not everyone is perfect and even models have flaws. This ideology is proven by the name of the advertisement "Go with the flaw." The idea that not everyone is perfect has been contrasted with the idea that despite our flaws we can all look good in their clothing. The genre of this advert is clearly a clothing ad because the main focus of every shot was the clothes the people were wearing, rather than their face. As well as this the advert wants to make the audience feel good and make them feel that when they wear diesel's clothes, no one will notice their flaws.  The target audience for this advertisement would be mainly adults who are well off and have a substantial about of money. The producer has chosen this target audience because their clothes are expensive and not made for working class people. By targeting the upper classes the company can convince more people to buy their product and therefore make more money. some of the ways in which the people have been represented in this advert suggest that they are young and popular people who are rebellious and like to break the stasis quo. This excites the audience and makes them feel that they can do anything if they are wearing diesel's product.

Comments

Post a Comment

Popular posts from this blog

Mock Exam Questions

Past Paper Questions. https://lr-media.blogspot.com/2018/10/key-assessment-one.html Long Road mock exam January 2018 A-level media studies key assessment 1 Time allowed – 90 minutes Please answer BOTH questions. Component 1A – Media language and representation Media language Making reference to the Kiss of the Vampire poster and the Tide advert, explore the ways in which media language incorporates viewpoints and ideologies. You must consider: • How meaning is created through intertextuality or referential codes • How audiences may respond to and interpret media language • The potential multiple meanings of these adverts   [30] This poster, from Kiss Of The Vampire, depicts two vampires, one male and one female, attacking two people while bats fly behind them. In the poster we can see a perfect example of Richard Dyer's theory of stereotypes which states that: Stereotypes are used in media products as a short cut for producers who want to represent
Post a Comment
Read more

Zoella- Audience (Clay Shirky- End Of An Audience)

Zoella- Audience Zoella's target audience: Gender: Female Age: 7-13 Ethnicity: White, English Social-economic status: Middle class Zoella does not have a mass audience as she targets a niche audience, a specific group of people.  Emotive content- the show appeals to its female audience through narratives that engage with subject matter emotionally. Zoella continuously tells us how she 'feels' about the problems she faces. Zoella foregrounds stereotypical female based activities in her presentation: fashion, make-up, relationships. Costume stereotypically feminine- feminine colour palette deployed in mise-en-scene use of pets and pet orientated references (stereotypical little dog). Presenter constructs a version of ideal beauty- highly stylised, lot of make-up, attention pain to outfits. Intimate confessional tone- creates a female character. A quiet/ passive presentation style that fits with the target audience's expectations and female pres
Post a Comment
Read more

Representation In Attitude

How far are the representations constructed in the set texts of Zoella and Attitude stereotypical? -Underline key terms -Define key terms Stereotypes- A construction of ideas surrounding a person or a group that has been widely accepted by society. these are created when knowledge is lacking or unattainable and the substitution of thoughts and opinions is implemented.  This often leads to misjudgement and unfair discrimination towards certain groups. (Stuart Hall) In media products, they have the potential to impact the mindset of audiences, often sustaining perpetuating and creating stereotypes. Media products portray the unspoken norms of an ideology. Such products appeal to the widest audience- intellectually and globally.  LGBTQ+ stereotypes The representation of the LGBT community is often narrow and stereotypical Gay men are often represented as camp, effeminate, theatrical or flamboyant, functioning as visible Markers of differences in relation to heter
Post a Comment
Read more