How Audiences Consume Media?

 PASSIVE (1920s –1970s) 

All messages in any medium text that is presented to the audience are accepted, and they believe them. This is the passive audience model. They don't challenge the popular reading; they accept it. 

• Hypodermic Needle Theory 

A communication theory that holds that the recipient fully and directly understands and accepts the intended message. 

• Desensitisation 

Occurs when a viewer is exposed to frightening or violent content repeatedly. The impact becomes numb with practice. 

ACTIVE (1970s – present) 

An engaged audience interacts with, interprets, and reacts to a media text in many ways and is able to question the concepts it contains. 

• Uses and Gratification Theory 

• Preferred reading – The text is read by the audience in the exact way that the author intended. Perhaps their ideologies are similar. 

• Negotiated reading – While the audience is aware of a text's meaning and implications, they may also reject some of its contents. 

• Oppositional reading – The reader disregards the text's meaning. perhaps won't read the content at all. 

• Reception Theory 

• Diversion – A way of getting away from the pressures and difficulties of daily life. Perhaps this category includes all forms of media. The purpose of media texts for audiences is to provide a respite from the daily grind. They select texts that are amusing because they help them escape from reality. 

• Personal identity – Role models and strategies to comprehend our own place in society are provided by the media. Some viewers or readers enjoy media texts because they may make comparisons between the events depicted in it and their own. 

• Social relationships: 

1. People develop close relationships with the actors they watch on television. 

2. By talking about the media with others, individuals can forge their own relationships. 

• Surveillance – The media is used by people to keep themselves informed about the world. maintaining abreast of current entertainment and fashion trends; curiosity being satisfied. 

—Specific Media Product(s): 

1. Reset (novel) 

2. Big Mouth (KDrama–Viu) 

3. TREASURE (YouTube) 

4. Anna (KDrama–Viu) 

• Preferred reading: I totally agree with the scene where it shows that the main character Anna worked hard so that she could be accepted at the university she wanted. The camera work in this drama was perfect and the backsound used was also very good whereas it gives the ‘old-money’ and politician family vibes. Other than that, the wardrobe that has been used by all of the actors fits well with their character. 

• Negotiated reading: I kinda agree when Anna doesn’t really show any facial expression (giving poker face) to everyone because it’s not really necessary. However, on the other hand, I also disagree with it because in some moments, showing facial expression is important. 

• Oppositional reading: I totally disagree with the fact that Anna lied about many things until she stole her boss identity and lived with that ‘fake identity’ to get a good career and better life. 

Diversion: I watch this KDrama in order to release my stress from studies.