Section 1a: Audience

PLAN

Introduction:

Paragraph One: HYPODERMIC NEEDLE THEORY; Paul Lazarsfeld and Werner Herzog; also known as the ‘Effects Model’; discusses that the consumption of various media texts have an effect on the audience – this can have positive and negative effects. Media “injects” thoughts, values and beliefs into a passive audience. In films, certain stereotypes and pieces of symbolism can create an audience response. Thingumablob doesn’t really apply to this theory; passive audience – girl reading book which “injects” into the audience that the book is good because one of the main characters is reading it. POSSIBLY – girl leaves house and blob begins to move around indicates to the audience that the blob isn’t supposed to be doing this/is doing his actions in secret.

Paragraph Two: CULTIVATION THEORY; George Gerbner; another direct effect theory; suggests that through repetition, attitudes and responses towards media texts may become normalised and considered natural. Suggests that they are accepted by audience as opposed to considered. Media – not necessarily change opinion but reinforces and emphasises pre-existing ideas. This theory is mainly associated with television; George Gerbner – comparison between TV and the power of religion. Cultivation theorists – television has a small, gradual influence which effects audiences over time. Doesn’t really associate with short film. Usually has a negative effect on the audience. Looking at short film – Blob knocking stuff over; children may think that this is the right thing to do. However, could reinforce the idea that it is wrong.

Paragraph Three: Uses and Gratification Theory; indirect effect; complete opposite to Cultivation theory and Hypodermic Needle Theory; accepts that media can affect people but, focuses on the fact that people respond differently to different media texts and images; audience is seen as active, not passive; emphasises what audiences do with media texts instead of the power of the media text; people use media texts for: diversion, escapism, information/educational purposes, pleasure and entertainment, identity and integration or social interaction; younger audiences use this film as a means of escapism – they are on the journey with Blob; whereas an older audience may use this as a means of pleasure and entertainment; Uses and Gratification theory mainly applies to television; can also apply to the different ages of the audiences watching the short film.

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My A2 Coursework piece was a short animated, family film titled Thingumablob. When looking at audience theory, different strands of this particular theory such as: Lazarsfeld and Herzog’s ‘Hypodermic Needle Theory’; George Gerbner’s ‘Cultivation Theory’ and finally, the ‘Uses and Gratification Theory’.

The two main theorists who are associated with this category of audience theory are: Paul Lazarsfeld and Werner Herzog and it is the ‘Hypodermic Needle Theory’. This theory, also known as the ‘Effects Model’, discusses and argues that the consumption of various media texts have a considerable effect on the audience – this however, can have positive and negative effects on the viewers. Theorists who are firm believers of the Hypodermic Needle Theory believe that the particular types of media “injects” thoughts, values and beliefs into passive audiences. When investigating the world of cinema, certain stereotypes and examples of symbolism for instance, can create a distinct audience response. When looking at the animated, family short film Thingumablob, it is quite difficult to directly apply the Hypodermic Needle Theory to what is exhibited in the product. When considering the idea of a passive audience and the “persuasive” techniques a device may demonstrate which “injects” the audience with certain beliefs, there is one scene in Thingumablob which features the young woman reading a book (Big Little Lies to be precise) and since she is so in depth and in the middle of the story, this perhaps “injects” the audience with thoughts and certain understandings. For example, this signifies that this specific book is quite good since one of the main characters is reading it and the audience should then perhaps buy that book themselves. Another possible example in Thingumablob is when the young woman leaves the house and the blob comes to life and begins to move. This possibly indicates to the audience that what the blob is doing is wrong and would perhaps, looking at the film’s target audience, imply that one should not knock over objects like Blob is doing. Even though the Hypodermic Needle Effect may be applicable to advertising and television, in regards to cinema and Thingumablob it is quite difficult to apply to.

The next strand of audience theory is: ‘Cultivation Theory’. The main theorist for Cultivation Theory is George Gerbner and this too, is another direct effect theory; this means that the Cultivation Theory treats the audience as passive, rather than active. Cultivation Theory suggests that through repetition, attitudes and responses towards different media texts may become normalised and considered natural. Cultivation Theory also suggests that different elements of media texts and products are accepted by audiences as opposed to considered. It could be argued that the media does not necessarily change opinions and attitudes but, it reinforces particular pre-existing ideas the audience may have. The Cultivation Theory is mainly associated with television as George Gerbner made a strong comparison between television and the power of religion. Many Cultivation theorists argue that television has a small, gradual influence which therefore affects the audience over time. Even though this may be applicable to television, this doesn’t really apply to Thingumablob. This is perhaps because, since Thingumablob is a short film, there is not that room for the audience’s opinions to change over time. Similarly, the Cultivation Theory argues that this repetition the audience is receiving, actually has a negative effect on the audience in regards to their attitudes. When looking at Thingumablob, it could be argued that the only aspect of the short film which applies to producing a negative affect on the audience is the scene where Blob is knocking different objects over. When looking at the target audience of young children, it could encourage children to do the same thing. However, in response to that, it could be argued that this particular scene has a positive effect as it encourages children not to do what the blob is doing. There is very little of Thingumablob which relates to Gerbner’s Cultivation Theory entirely. This is perhaps because, this specific theory is more applicable to television and arguably feature length films.

The final strand of audience theory is the ‘Uses and Gratification Theory’ which is the complete opposite of the previous two theories (Hypodermic Needle Theory and Cultivation Theory) as it belongs to the indirect effect – this means that the audience is in fact active as opposed to passive; something the previous theories presented. The Uses and Gratification Theory accepts the fact that media texts and products can affect people but, this specific theory focusses on the fact that people respond differently to different media texts and images. This reinforces the idea that the audience is active, rather than passive. This theory also enforces the argument that it is in fact what audiences do with the media texts instead of becoming passive to the power of the media texts and images. The Uses and Gratification Theory believes that people use media texts for: diversion; escapism; information and/or educational purposes; pleasure and entertainment; identity and integration or social interaction. When applying this to Thingumablob, younger audiences may use this short film as a means of escapism (as well as pleasure and entertainment). This is arguably because, they are on a journey with the blob. However, older audiences may just use the short film Thingumablob as a way of entertainment because, they are not as immersed in the film as a younger audience would be. The Uses and Gratification Theory mainly applies to television but, unlike the two other audience theories, the Uses and Gratification Theory emphasises the different audience emotions. Similarly, it also emphasises the different ages and types of audiences which view the different media texts – something which is quite important to Thingumablob and its target audience.