Audience Theories

1. Discuss Active Vs Passive consumption and provide examples to support your discussion

There are two main types of audience consumption: active and passive. Active consumption is where the view interacts with the media. The power is with the watchers rather than with the producers. On the other hand passive consumption is a way for the media to have an effect on the audience. Whether it be giving a message to them or effectively brainwashing them. The audience does engage with it like they do with active, they just accept it without question.

2. Briefly explain the audience theories covered during the session

The three main types of audience theories are all very different. Some look at it negatively and positively and some are in the middle.

The first one is the effects model or better known as the hypodermic needle. This theory supports the consumption having a mostly negative effect. The viewers, which can be any ages, are very much powerless to the negative message. This theory usually goes hand in hand with the argument that video games make people violent. An example of this in the video game world is the columbine massacre. On April 20th 1999, two school boys decided to go into school and shoot a lot of people; they killed 12 students, 1 teacher and then killed themselves. The game blamed for these actions was doom. It allowed them to create an area resembling their school which they practiced in.

The uses and gratification theory is very different. Its audience is active. They use the media rather than the media using them. It means the audience are open to deny, use or morph the media meanings as they see fit. Unlike the hypodermic needle this means that if meanings are interpreted badly, the audience is more to blame than the makers. Viewers can use the media for anything. It could be diversion, escapism pleasure or comparison. However it can be used to help with many problems such as social identity, relaxation, aggression and emotional satisfaction

The final theory is the reception theory. It quite simply is that producers encode meaning into their media and then the audience decode it differently. The message passed over by the creator might not be 100% clear, but that allows the viewer to create a relationship with the text and accept or interpret how they understand it.

3. Present your argument to the question

I believe violent video games do not make people violent. However I do believe some people can take it too seriously. When a game is made the intentions are not to brainwash all the players. I think gratification theory is very much a big part of video games. With a very active viewer base, gamers are of course interacting with the media. Audiences use it for their own pleasure or escapism and the power is with the viewers not the makers. However I don't believe it makes all people violent. A small percentage of the audience of course will take it more seriously, because the game allows them to play with the meaning as they see fit. Mental health or social surroundings play a big part of this. Most people would know that if they play Grand Theft Auto they shouldn't go and murder people however some people believe that they can do or should do what they see these characters do. The news/ media just tends to blame it on the video games rather than the real reason because its easier for them and gives them the answers they want. It also gives them an interesting story.

So overall I believe that the violent video games do not make people violent however it can. It just depends on the person and how they interpret it.