𝒜𝓊𝒹𝒾𝑒𝓃𝒸𝑒: 𝐸𝒻𝒻𝑒𝒸𝓉𝓈 𝒯𝒽𝑒𝑜𝓇𝓎

1) Write a definition of a passive audience: 

The view that audiences passively take in information from the media and that these messages have the same effect on everyone.

2) Write a definition of an active audience: 

The more modern and generally accepted view that audiences interact with and make conscious choices regarding the media they consume.

3) Write a definition of the hypodermic needle theory: 

This is the suggestion that audiences are always passive and therefore take the intended message from the producer as if it was injected into their minds. This assumes no individual difference in audience members. 

4) Write down a media product (e.g. TV show, newspaper or videogame) for each category of Blumler and Katz's Uses and Gratifications theory and WHY it fits that particular audience use/gratification.  

INFORMATION/SURVEILLANCE: The Times newspaper
 > Why: It tells audiences important information about politics, the world and more.

PERSONAL IDENTITY: Vogue fashion magazine
 > Why: The audience can recognise a model and they will try to mimic their characteristics/ body.

DIVERSION/ENTERTAINMENT: Social media
 > Why: The audience watch it for enjoyment.

RELATIONSHIPS: Romance books
 > Why: The audience will interact with the book and feel interpersonal interaction.

5) 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). 

In the Blue Planet clip the audience feel relaxed and mesmerised by the surprises in the ocean. This pleasant feeling makes them want to engage more with the ocean and feel excitement.