The relationship between the viewer & the video

Audience theories

Introduction

Be honest…..

Who wants a malteaser?

How much power do you think ‘the media’ has over the people who watch (or play) it?

In October 1938 America descended into panic...

https://www.youtube.com/watch?v=Xs0K4ApWl4g&t=1s

The media can have a powerful effect on audiences.

But what is the dynamic of that relationship?

Who holds the power?

Who has the control?

In 1995 Oliver Stones satirical thriller ‘Natural Born Killers’ was released.https://youtu.be/dH1QmfQnWbg

Hypodermic needle theory

Says that video directors can inject their message straight into the audiences mind

Its also referred to as the magic bullet.

Do you think the audience is viewed as passive or active in hypodermic needle theory?

What makes a passive audience?

1. Observe rather than actively participate.

2. Don’t question the message.

3. Accept the “truth” at face value.

Surely people are more than just a sponge, soaking up whatever ‘facts’ are presented to them?

Task

Today I want you to think about the idea of a passive audience. Is it possible for an audience member to be passive? What effect did the following have, and do you think it proves or disproves the idea of a passive audience? Can you argue both sides? Make notes.

Anti-Jewish World War 2 propaganda

James Bulger & Childs Play

Orson Wells & The War Of The Worlds

Fake News & the victory of Donald Trump