Passive or active consumption;
A passive audience is where the audience doesn't engage takes in information and doesn't question it. for example they may view a headline and not think anything else of it. A passive audience observes instead of actively responding.
An active audience are more likely to question what they see and does not take what they have seen as a direct message. active audience are more likely to read the article which has the missleading headline to find out more th make their mind up whereas the passive audience are likely not to read it and make a quick desion about the article.
An active audience are more likely to question what they see and does not take what they have seen as a direct message. active audience are more likely to read the article which has the missleading headline to find out more th make their mind up whereas the passive audience are likely not to read it and make a quick desion about the article.
Hypodermic needle model:
Hypodermic needle theory is a model of communication. It implies that the mass media has a direct, immediate and powerful effect on audiences. You could say that it is hypothetically injecting the information into the passive audience.
the hypodermic needle theory implies that mass media has a direct and powerful effect on audiences. in the 1940's and 1950's the mass media was seen as a huge behavioural change the audiences watching
Example:
the radio dramatisation of the science novel 'war of the worlds' by HG Wells, which was published in 1938 , caused the audience hide in their homes and load their weponds due to a simulated new broadcast which occured every 40 minutes some people thought it was a real accound of an invasion from mars.
Hypodermic needle theory is a model of communication. It implies that the mass media has a direct, immediate and powerful effect on audiences. You could say that it is hypothetically injecting the information into the passive audience.
the hypodermic needle theory implies that mass media has a direct and powerful effect on audiences. in the 1940's and 1950's the mass media was seen as a huge behavioural change the audiences watching
Example:the radio dramatisation of the science novel 'war of the worlds' by HG Wells, which was published in 1938 , caused the audience hide in their homes and load their weponds due to a simulated new broadcast which occured every 40 minutes some people thought it was a real accound of an invasion from mars.
Uses and gratifications theory:
Uses and gratifications theory is an approach to understanding why and how people actively seek out specific media to satisfy specific needs also the understanding of mass communication. the theory focus on the consumer, or the audience instead of the actual message itself by asking "what people do with media" instead of "what does media do to people".
Reception study including Responses (negotiated, preferred, oppositional and participatory); Reception theory is divided into three sections
A negotiated response is when the audience does not know what they think, they may like part and dislike over parts of the media. this means that their opinion is in the middle and they are unsure if they like or dislike what they have seen and they also enjoy to argue the different elements of it.
A oppositional response is where the audeince does not like/ does not agree with what they have seen and argue their own points across and their opinions normally do not change.
A participartory response is where the audience has participation and will make a decision about what/ who they think is right from the evidence which they have seen. Their decision can aslo be influenced and changfed from the view of the media.
A preferred respose is the medias message. this message is likely to come from the producer.
A participartory response is where the audience has participation and will make a decision about what/ who they think is right from the evidence which they have seen. Their decision can aslo be influenced and changfed from the view of the media.
A preferred respose is the medias message. this message is likely to come from the producer. 
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