Theory
4
Theory 2: Reception Theory Theorist/s: Stuart Hall developed the reception theory. When did the theory start? Reception theory started in 1980s What is the theory? Stuart Hall identified three types of audience reading or decoding of the text 1. Dominant or preferred 2. Negotiated 3. Oppositional Does this theory see the audience as active or passive? Why do you think this? Theory 1: Hyperdermic Needle Model Theorist/s: The hypodermic needle was invented by researchers. When did the theory start? It was developed in the 1920s and 1930s after researchers observed the effect of propaganda during world war 1 What is the theory? The hypodermic needle theory is a linear communication theory, which suggests that media messages are injected directly into the brains of a passive audience. It suggests that we’re all the same and we all respond to media messages in the same way and do nothing. Its like a needle injected in to your brain. Does this theory see the audience as active or passive? Why do you think this? The audience are powerless because they are drugged up, addicted to prevent the influence. They are totally passive Apply the theory to a text of your choice. If the theory is correct, what will be the response of the audience to the film? Levis jeans advert.
Transcript of Theory
Theory 2: Reception TheoryTheorist/s:Stuart Hall developed the reception theory.
When did the theory start?
Reception theory started in 1980s
What is the theory?Stuart Hall identified three types of audience reading or decoding of the text
1. Dominant or preferred2. Negotiated3. Oppositional
Does this theory see the audience as active or passive? Why do you think this?This is active theory because it says that people choose how to react.
Apply the theory to a film of your choice. If the theory is correct, what will be the response of the audience to the film?
This could apply to films eg. Fast and furious 7 many young males would agree. However lots of older people will disagree with the films message and lot will say its ok but…..
Theory 1: Hyperdermic Needle ModelTheorist/s:The hypodermic needle was invented by researchers.
When did the theory start?It was developed in the 1920s and 1930s after researchers observed the effect of propaganda during world war 1
What is the theory?The hypodermic needle theory is a linear communication theory, which suggests that media messages are injected directly into the brains of a passive audience. It suggests that we’re all the same and we all respond to media messages in the same way and do nothing.Its like a needle injected in to your brain.
Does this theory see the audience as active or passive? Why do you think this?
The audience are powerless because they are drugged up, addicted to prevent the influence. They are totally passive
Apply the theory to a text of your choice. If the theory is correct, what will be the response of the audience to the film?
Levis jeans advert.
Theory 3: Uses and Gratifications TheoryTheorist/s:Blumer and katzWhen did the theory start?1960s the first generation grows up with television.
What is the theory?Used and gratifications theory can be surmised by saying we watch the media by 5 different reasons.
1. Information ad education2. Entertainment3. Personal identity4. Integration & social interaction
Does this theory see the audience as active or passive? Why do you think this?
Active audience although entertainment maybe more passive.
Apply the theory to a film of your choice. If the theory is correct, what will be the response of the audience to the film?
I used fast and furious for entertainment and to talk about it with my friends
Theory 4: Two Step Flow TheoryTheorist/s:Lazerfield
When did the theory start?1940s
What is the theory?
Most people get they media through others who are called opinion leaders and they influence what people watch and think.
Does this theory see the audience as active or passive? Why do you think this?Passive because somebody else is making the decisions about what you watch.
Apply the theory to a film of your choice. If the theory is correct, what will be the response of the audience to the film?In films this might be the film censor who decides something is too violent to watch and cuts it.
Theory 5: Cultivation TheoryTheorist/s:George Gerber.
When did the theory start?
What is the theory?If you watch something often enough it will influence you
Does this theory see the audience as active or passive? Why do you think this?
Passive because you are being influenced with out realising it.
Apply the theory to a film of your choice. If the theory is correct, what will be the response of the audience to the film?
If you watch enough violent films they will make you more violent e.g. Chucky
