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Connect the Learning

Connect the Learning. Watch the following advert and discuss how it positions the audience. http://www.youtube.com/watch?v=YYdHr9r20HQ. Learning Objectives. To explore how influential the media may be. New Information.

emanuele-yadiel
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Connect the Learning

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  1. Connect the Learning Watch the following advert and discuss how it positions the audience. http://www.youtube.com/watch?v=YYdHr9r20HQ

  2. Learning Objectives To explore how influential the media may be

  3. New Information Adverts are trying to position the audience to act – to either become aware of the product/service and assume positive associations – to purchase the product/service – to discuss the product/service and spread awareness – to promote brand image – This is achieved by media language (the way a text communicates with the audience i.e. coding)

  4. Challenge http://www.youtube.com/watch?v=sFu5qXMuaJU Discuss the effect of playing computer games. Explore the differences between simply watching TV and actually playing a computer game.

  5. ‘on their own, media texts probably won’t directly effect their audiences. However, on mass, and over time, texts which repeat the same messages may effect the audience as a whole!’.

  6. Objectives: To explore how influential the media may be Message • This is known as The Hypodermic Effect • or Hypodermic Needle Theory (H.N.T) • The theory states that messages can be ‘injected’ into the minds of the audience and therefore effect them. • Repetition will force that meaning across • Experience, intellect and opinion have no relevance

  7. Question: Complete the sentence: H.N.T relies on the fact the the audience are: PASSIVE? ACTIVE?

  8. Are you a passive consumer of media? We are not one massive group of the same people. Audiences are made up of individuals, so what about: Intelligence Experience Choice Needs Desire Question? How will the media effect an active audience?

  9. Uses and Gratifications theory (Blumler & Kats 1970) attempts to explain the effect of the media on an active audience. Uses = purpose of the text for the individual Gratifications = the pleasure derived from it

  10. What uses do individuals desire from the media and what gratifications are associated with these? e.g. Audiences require information to keep safe. The news offers this. The audience then feels confident and secure which is a gratifying feeling. Create a chart of as many uses and gratifications of the media as you can think of!

  11. Review and Reflect – what is the problem? • What issues have arisen because of media influence? • What policies are in place to help protect people? “What the mass media offers is not popular art, but entertainment which is intended to be consumed like food, forgotten, and replaced by a new dish.”W. H. Auden “Whoever controls the media, the images, controls the culture.”Allen Ginsberg “Whoever controls the media, controls the mind.”Jim Morrison

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