Unit 1: Analysing Media Products and Audiences

Audience effects theory

• Hypodermic Syringe Theory:

This school of theory believes that audiences are passive.

Passive audiences take everything in

• Reception theory:

This school of theory believes that audiences are active

Active audiences don’t just passively take everything in but can be often actively involved.

The content of Big John at Breakfast on Hallam FM can be considered to have both active and passive effects on its audience because of the content on the show. The advertisements, which has been suggested by theorists such as Adorno, are media products that are considered to have an impact on the audience- advertisements have always been considered to have a strong effect on an audience. However audiences have the choice of what to take in or not and this is considered the active audience theory. Theorists who have suggested this are Stuart Hall (1980) with regards to his encoding/decoding model, and older theories such as the ‘uses and gratifications’ from Denis McQuail (1972). With reference to Big John At Breakfast and the radio industry – key presenters are media personalities who might influence the audience. This is known as the ‘Two Step Flow’ theory – People will listen to the opinions of Big John and he becomes and opinion leader.

1) In terms of the passive theory adverts that could be considered to have an impact and influence the audience are big brands such as subway and Cineworld. Other adverts, however, that are not as well known is Burrows, a local car dealership. Audiences may filter these and not be as influenced – this relates to the active theory. The topics Big John discusses in the show are family related as the show was aired at Christmas time. In this sense he is an opinion leader and could act as an expert on, or have the potential to influence people about where to shop, what to watch and which music they should listen to.

2) Janine Jones is represented on the show as the bubbly female that relates to the majority of the women in the audience. Producer James is a conversation contributor; the variety of these personalities is needed so that the audience can listen to different opinions of people.

3) Regulatory bodies such as Ofcom and ASA link to how fair representations of audience members (including gender, age, ethnicity or disability) are portrayed through broadcasting code and the BCAP codes. PRS is the performing rights society, and relates to the radio advertising production music license. The PRS gives radio stations unlimited access to the members’ production music. This license applies to radio stations that make their own adverts and commercials and radio stations that commission radio producer’s o make adverts specifically for them. The license gives radio stations unlimited access to copyrighted music in return for an annual license fee you can use as much production music in as many radio adverts as you like a point third party producers to produce your adverts. Music royalties on the radio is a usage based payment made by one party who owns a license to another to the right of an ongoing use of a track. Therefore the artist gets paid each individual time the track is used on the radio. The PRS distribution policy outlines all the methods they use for making performing right. Hallam FM follow these regulatory bodies by ensuring all of their content is suitable for a range of audience. They’re fully licensed, and thoroughly stick to the ASA and Ofcom regulations as they are a family show.