passive audience active
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The theory of use and gratification is about how passive or active an audience member is.
The media effects theory assumes that audiences are passive.
An active audience is more discerning, they actively seek out media texts to have their needs met or gratified.
Uses of media text:
To be informed
- self-education
- finding out about relevant events and conditions in immediate surroundings, society and the world.
- self-identity- don't want to appear ignorant to what's going on around you
- perceived by others
- the audience might find this interesting
- satisfying an ardent curiosity and general interest.
To be entertained
- To be amused
- to be distracted
- it fills free time
- emotional release
- escaping, or being diverted from problems.
- from a stressful world
- getting essential cultural or visual enjoyment
- sexual arousal- whether through pornographic image or explicit texts i.e. magazines and music videos.
Catalyst for social interaction
- mainstream texts bring people together, to discuss what they liked or hated
- helping to carry out social roles.
- having a substitute for real-life companionship.
- enabling one to connect with family, friends and society.
- identifying with others and gaining a sense of belonging.
- gaining insight into circumstances of others; social empathy.
Sense of identity
- connect with the texts whether its music or films
- feel an angst in the lyrics
- gaining insight into one's self
- finding reinforcement for personal values
- finding models of behaviour
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