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Key concept: Audience
• Know what is meant by the term passive
audience
• Understand the Hypodermic Needle
theory
• Use th...
Your target audience
You have 3 minutes to write a list/ create a mind map of your
planned target audience for YOUR music ...
Audience theory
Different audience theories believe that an
audience can be either:
Active
Or
Passive
Today we are going t...
What does the word passive mean?
1. not participating readily or actively; inactive:
2. influenced, acted upon, or affecte...
‘external force’=the owners of media
conglomerates
Globally, large media conglomerates eg. SONY, Timewarner, 20th
Century ...
What does this mean?
We ‘the mass audience’ are receiving messages/
ideas from a very small group of media
conglomerates.
...
This results in very one sided, biased ideas that become accepted in society as the
norm. For example:
Muslim
Immigrant
be...
Theorist: Karl Marx
Karl Marx had a theory about media
ownership. He believed that there is a “ top
down false consciousne...
Media corporations
What you must remember is we are ALL passive audience readers without
realising. Its only when we quest...
Hypodermic Needle theory (the
Frankfurt School 1920s)
Championed (lead by) Theodor Adorno, the
"hypodermic needle theory" ...
Media corporations
Hypodermic Needle theory
A passive audience response to music
videos
Watch the following music videos and make a
list of how a passive audience wou...
Audience research: blog post
As with any new media product you need to do some
market research aimed at your intended audi...
Analysing music videos
As the producer of your music video, digipak
and advert, what messages are you sending to a
passive...
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Passive Audiences Lesson

Passive audiences

  1. 1. Key concept: Audience • Know what is meant by the term passive audience • Understand the Hypodermic Needle theory • Use this understanding to apply the Hypodermic Needle theory to music videos
  2. 2. Your target audience You have 3 minutes to write a list/ create a mind map of your planned target audience for YOUR music video. Think about: Age Gender Ethnicity Class Occupation
  3. 3. Audience theory Different audience theories believe that an audience can be either: Active Or Passive Today we are going to understand a passive audience theory
  4. 4. What does the word passive mean? 1. not participating readily or actively; inactive: 2. influenced, acted upon, or affected by some external force, cause, or agency;
  5. 5. ‘external force’=the owners of media conglomerates Globally, large media conglomerates eg. SONY, Timewarner, 20th Century Fox. The media we are surrounded by is largely influenced by a small group of large conglomerates. “the elite”
  6. 6. What does this mean? We ‘the mass audience’ are receiving messages/ ideas from a very small group of media conglomerates. They (hegemony) give us ideas (ideology) about what it is to be beautiful, old, young, religious, poor, and so on. The hegemonic ideology of the elite is imposed on to the passive audience.
  7. 7. This results in very one sided, biased ideas that become accepted in society as the norm. For example: Muslim Immigrant beauty On benefits young
  8. 8. Theorist: Karl Marx Karl Marx had a theory about media ownership. He believed that there is a “ top down false consciousness” which suggests that ideology is imposed “from above” by elite powers upon the unknowing masses.
  9. 9. Media corporations What you must remember is we are ALL passive audience readers without realising. Its only when we question the messages we receive that we become active
  10. 10. Hypodermic Needle theory (the Frankfurt School 1920s) Championed (lead by) Theodor Adorno, the "hypodermic needle theory" implied mass media had a direct, immediate and powerful effect on its audiences.
  11. 11. Media corporations Hypodermic Needle theory
  12. 12. A passive audience response to music videos Watch the following music videos and make a list of how a passive audience would interpret meaning. What are the hegemonic ideals? What are we being told to passively accept? Blog post
  13. 13. Audience research: blog post As with any new media product you need to do some market research aimed at your intended audience for your video. Create a survey? Video responses? To what people would expect from your music video song and genre. Are you planning to match or challenge audience expectations? (Or both)
  14. 14. Analysing music videos As the producer of your music video, digipak and advert, what messages are you sending to a passive audience to passively accept?? Think about: Representations (men, women, age) Narrative (boy meets girl live happily ever after) Genre (Indie- smoking, pop- colourful)
  • MailynJayObrador

    Mar. 25, 2020

Passive Audiences Lesson

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