In this lesson we were taught how to understand the concept of understanding the audience and how media texts use this, by referring to three old theories which was discussed during the lesson;
- Syringe Theory: This theory is where a media text is able to inject ideas straight to the audience, who will them take them in without any complaints or hesitation.
- Desensitisation Theory: This theory suggested that the more we see of a certain thing, then more us as an audience will feel that this is normal and acceptable. A good example of this; if audiences are watching a lot of violence the more they will feel this is normal, causing them to then also more likely to become violent.
- Sensitisation Theory: This theory looks at the idea that if audiences are able to see the negative effect from a bad action, the more likely they will be prevented from doing bad stuff as they will think upon the consequences of doing this themselves. For example; showing lots of blood after a shooting has been shown by the media.
These theories listed treat the audience as a mass, and think that they will all react in the same way. But this is not true for audiences today. More modern theories understand that not everyone is the same and we all have differences, therefore treat audiences more individually when creating a link between both the media text and audience.
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