audience theory

The main part of the article is that the content is to graphic for a 12A rating.

 this is because of the issues raised surrounding mental health

I disagree with tis article as I feel as long as they are accompanied by a parent it should be fine.

passive audience theory

• hypodermic syringe-implies that media has a negative impact. Mass audience believe everything they see or hear.
• This model dose not hold much positivity for the audience, however it is good method for a media producer, politician and also towards the use of marketing.
• Hidden persuaders (Book)
• When the mass media demonised groups, people or products that they believe become a threat to society, values and interests it is called a 'moral panic' these are called 'Folk Devils'(Stanley Cohen 1972)

violence in the media

• Anderson 2007 that high exposure to fast paced games can lead to changes in brain function when processing violent images, including dampening of emotional responses to violence one of the high risk factors. This is known as desensitisation  

Representation

Who is being represented?

All representations are mediated (hall, 1980)

Is there use of stereotype/countertypes (Perkins, 1979). Not all stereotypes are negative

representation of women-are they objectified (Mulvey, 1975). Representation of men (Earp and Katz, 1999)

representation of gay (butler, 1993)

Alvarado (1987), Hall (1995)-ethnicity 'exotic, dangerous, humorous, pitied'.

Turton (2014)- Hooligans, trouble makers in films are mostly black and Asian boys.

Lloyd(1995)-girl as 'double deviant'- trouble causers but they shouldn't because they are women

Active audience theory

Other school of thought-we are able to filter and ad adapt to content in media (Gauntlett, 1995)

We have uses and gratifications (Quail, 1972) theory-people use media for there own purposes

preferred reading-by audience depending on their background but accepthe dominant view point/story

Negotiated reading- partially agrees with the meaning

oppositional meaning-don't agree with the meaning that is being put across

Aberrant-gets the completely wrong meaning entirely