Passive Audience

The Effects Theory

The media texts you take in effects or influences the audience. It is normally considered that this effect is negative.The audience is passive and powerless to prevent influence.

The power lies with the message in the text.

Hypodermic Needle

The messages in the text are injected into the audience. The media’s message is like a drug.

Stuart Hall - Encoding and Decoding

Dominant reading - interpreted as the institution intended (passive)

Summary

Four-stage theory of communication: production, circulation, use (distribution or consumption), reproduction. Doubt - capacity for a sign (such as a word, phrase, or symbol) to have multiple meanings, usually similar connection of meaning within a correct field