- Known as the Hypodermic theory
- This theory suggests that the audience is passive. They are not actively thinking about the content, the information is just being injected into them like a hypodermic needle.
- Many kids of young age may want to replicate activities seen on screen as they may look appealing. However if this is a fight scene then they may try to replicate a fight. Thus we must certificate films so that this risk is cut down greatly.
By the 1970's a theory known as the Uses and Gratifications effects model.
- This theorized that the audience was active and engaging with the material.
- They described their audience as either a cognitive audience, affective audience, tension release/ diversion, personal intergrative or social intergrative.
- Cognitive: The audience is thinking about the content they see on screen E.G. trying to solve a mystery in their heads from information given in the film.
- Affective: The audience in this are watching the film mainly for escapism. They enjoy something vicariously.
- Tension release: Mainly appeals to the teen audience. Many teens like to feel a physical drama throughout the film that causes a release of tension from their lives. Known as visceral excitement
- Personal integrative: This audience likes to relate to the protagonists situation.
- Social integrative: This audience likes to integrate socially with the situation. I.E. James Bonds' world of fast cars, action and women.
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