Audience Effect Theory

 (1) This is the view that audiences passively take in  information from the media and that these messages have the same effect  on everyone.

(2)  This  is more  modern and generally accepted view  that audiences  interact with and make conscious choices the media they consume.

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

(4)  learning  information  that you did  not already  know  or that is is useful living (e.g. documentaries ; weather or traffic ). Identity ; personally relating to something- seeing your lifestyle on screen . Diversion/Entertainment ; escapism  and being entertained away from your normal life. Relationships social interaction, caring  about  characters  or celebrities forming relationships,e.g watch a soap opera because you care about  what  happens  to long - standing characters.

(5)

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