Audience Effects Theory
1) Write a definition of a passive audience. A passive audience is the view that audience passively take in information from the media and that it has the same on everyone. They also accept the preferred reading and don't challenge it. 2) Write a definition for an active audience. This is the more modern and generally accepted view than audiences choose and interact with the media they consume, An active audience can be able to the message and make sense of the message based on their personal opinion. 3) Write a definition of the hypodermic needle theory: This is the suggestion that audiences are always passive and therefore take the interpreted message from the producers as it if it was injected into their minds. CONS . This assumes no individual difference in audience members. It was also believed in the 1930's that the media was this powerful. E.G. H.G Wells 'war of the worlds' radio podcast created mass hysterical and moral panic....