Hypodermic Needle Theory
Developed in the 1930's
Also known as the Magic Bullet Theory
Its a model of community
It suggests that an intended message is directly received and wholly accepted by the receiver.
It can be considered obsolete today.
Media text encoded by the producer
The text is then decoded by the audience in different ways
A text can be received in 3 different ways;
- Dominant or preferred reading
- Negotiated reading
- Opposite reading
The point that Michael Moore is making when he goes to the bank to get the gun is how easy it is in America to get your hands on a firearm. For something as simple as a bank to simply give anyone a gun for making a new account only tells you that it can only be easier to acquire a fire arm anywhere else.
The Reception Theory
The different opinions people get from seeing media outlets (Eg with the same news broadcast, some people will agree with the reporter, some people would completely disagree and some people would accept what is being said but would have other opinions still.Media text encoded by the producer
The text is then decoded by the audience in different ways
A text can be received in 3 different ways;
- Dominant or preferred reading
- Negotiated reading
- Opposite reading
Passive and Active Audience
Passive and active audience is very similar to the Reception theory where its how different typed of audiences receive and react to different types of media.
A passive media consumer is the same as a dominant or preferred reading, when after watching the news or listening to the radio, they just take in the information and accept it without question
The active audience is similar to the negotiated and opposite reading when they might argue against the media information that's been told to them
Bowling for Columbine
The point that Michael Moore is making when he goes to the bank to get the gun is how easy it is in America to get your hands on a firearm. For something as simple as a bank to simply give anyone a gun for making a new account only tells you that it can only be easier to acquire a fire arm anywhere else.
For
my negotiated reading I have chosen the clip where Michael Moore goes into the
bank to sign up for the account that allows you to also get a complimentary gun
of your choice. I think its silly that
the bank just hands out guns to anyone who starts a new account but I know that
it is also very emphasized by Michael Moore. In the documentary he is seen to
be handed a gun by a member of staff making it look like it is very easy to get
a firearms when in reality, before recording he had simply asked the employee
if he could simply hold the gun. There is actually a 6 month waiting process
you have to go through until you receive the gun but Michael Moore blatantly
lied to prove a point that was invalid, so the documentary can be taken in
different ways depending on how you look at it.
For my oppositional reading i will use the clip below where Michael Moore is comparing guns to nuclear weapons. While some people might agree with his statements, i think that he often greatly over exaggerates a subject to make a point. I agree with his general premise for the documentary, that america has become too desensitized to violence and need to cut down on the amount of guns that are freely carried by the public, but this clip is a good example of the line between making a good point, and being over dramatic and possibly ruining his argument in the process, just for the sake of a documentary.
For my oppositional reading i will use the clip below where Michael Moore is comparing guns to nuclear weapons. While some people might agree with his statements, i think that he often greatly over exaggerates a subject to make a point. I agree with his general premise for the documentary, that america has become too desensitized to violence and need to cut down on the amount of guns that are freely carried by the public, but this clip is a good example of the line between making a good point, and being over dramatic and possibly ruining his argument in the process, just for the sake of a documentary.
Mean World Syndrome
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