The Government didn’t realise how film would be in the sense that they thought if they showed an audience a film they would believe it instantly which is known as passive theory.
Passive theory
Passive theory is when you describe how people consume a variety of media like television and newspapers. It determines how they absorb information and affects behavioural patterns. Based on the history there is a simple reaction to media message which is we believe what we hear or we buy what is advertised.
Passive audience theories came first and there are two types of passive theories which are: hypodermic needle and propaganda.
Hypodermic needle theory – is all about how media is capable of manipulation, which means that a large number of people believe or accept what is being sold to them. The hypodermic needle is like we the audience is being drugged by the media, like when watching or reading something, say someone has died in a film we may believe that this has really happened and may intend to feel emotion to this. Hypodermic needle is also known as the “bullet” theory” because we the audience cannot prevent what is being injected into our brain same we cannot prevent a bullet from entering our bodies.
Propaganda theory – is when you set a goal say you watch a film and in the film they say the world in going to end in such and such date that person who is watching it may believe this and then select facts, arguments and symbolic images to support this.
Imitation- is seen as behaviourist, say you are from another country and you come to England but you do not know how to talk English by watching television you may pick up English but then you also can pick the accent as well as the grammar.
Catharsis – is the “couch potato” which experiences the world through the media and it only gets the same emotions as the actors on screen or in a book, and it shares the same physical release such as violent outburst or sexual activity. It is when you feel what you watch.
Stimulus- is when people become conditioned to react in a certain way when watching or reading something the result is say you watch something violent you may intend to become that violent character in the film or you see a advert and then you feel persuaded in to buying that product being advertised.
Active theories
Active theory is when you as the audience decide how closely you pay attention to the products. You also make your own interpretations on them depending on your age, gender, individual experience, taste, social and cultural background and level of understanding.
If you were to read a fashion magazine a teenage may enjoy it but a lady in her forties may find it uninteresting. If watching a television programme on cars a male would like it, but a female may have a different opinion on it. Besides our family the most powerful influence is the media.
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