Representation in audio-visual
Effects in print on Prezi
Theoretical models of audience behaviour
When it comes to the study of audience behaviour there are theories of active and passive ways. When it comes to the study of a passive behaviour, the theory of the hypodermic syringe is applied. This does not refer to an actual injection but the idea that audience members all react in the same way, as in the media affects thoughts and behaviour. Almost as if we become adapted to things we don't want to see, we become desensitised to violence. Therefore audiences are passive, and are influence/affected by various factors such as our lives, routines, relationships, upbringing, friends and so on. However the active theory concerns a concept considered as a two step model, that it isn't the media alone that influences us but something a part of a larger system of situated culture. It is believed people receive the message without consuming the text. The active audience uses the media to fulfil needs and motivations. In terms of diversion, personal relationships & social interaction, personal identity and surveillance. This can be applied to print and audio visual so to understand the audience they are applying there work to, whether it is newspapers or soaps.
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