According to this particular theory, it is said that the media we consume is actually like a syringe that 'injects' certain views, attitudes and beliefs into us, therefore causing us to carry out particular actions. For example films such as Straw Dogs and The Evil Dead have both been banned because it was believed that people would copy the crimes that were shown, however, many people still consider this as a rather simplistic view, because it doesn't take into account a person's morals or self-control. Despite this, politicians in particular still use this theory to support their views and find reasons why their is so much violence and injustice within society today. A good example to support this theory would involve the serial killer Jeffery Dahmer who watched a clip from his favourite film in order to inspire him and generate enthusiasm for his murders. However, this film was only Star Wars and even though it may have inspired him, for the rest of us we still view the film as an extremely harmless product of the sci-fi and fantasy genre.
The Uses and Gratifications Theory
This particular theory, which was created Bulmer and katz, simply suggests that media consumers play an active role in choosing and using media, rather than being a passive audience like the Hyperdermic Syringe Theory suggests. It is said that all media consumers only choose to watch a piece of media if it appeals to their needs and interests which I think we could all agree, is relatively true. This also means that when it comes to the genre of a fim, it is up to the individual to decide whether they will continue to watch it or not, therefore presenting media in a much more positive way, because the audience, which is seen as more active, is given the freedom to choose what they consume.
The Reception Theory
The Reception Theory, which was presented by media theorist Stuart Hall brings foward the idea that we all decode texts we encounter in individual ways which may be caused as a result of our upbringing, the mood and place we are in and also the time. In basic terms, the Reception Theory seems to argue that contextual factors, rather than textual ones, tend to influence the way the spectator views the film that they are watching and therefore supports the Uses and Gratifcations Theory, that the audience is more active and can make decisions themselves over what they watch and whether the film is enjoyable to watch. The Reception Theory therefore takes into account all of the various factors that might influence how the viewer will read and create meaning from the text.
Conventions of Genre and Targetting an Audience
We all know that cetain trends and conventions in a film immediately tells an audience what type of genre the film falls under. I remember from my own media piece that the conventions presented were typical of a thriller and my group and I therefore successfully targetted our audience of thriller lovers aged 15 and over. The setting throughout most of our piece was usually very dark, which instantly portrayed Barthes theory of signs, consequently suggesting that something bad was going to happen. The shadowy firgure that walked passed the door also implied that there was a risk of danger, because the figure was so mysterious and as a result thrilled the audience. Levi-Strauss' theory of Binary Oppostions also showed our target audience that our piece fitted into the thriller genre. There was a clear contrast between light and darkness throughout, with the hooded figure dressed in black and the girl upstairs always in the light. This therefore portrayed a clear sense of opposites, involving good vs evil and men vs women, presenting the two girls as the princess-type characters, and the figure as the villain.
