in 1927 writer Harold Laswell who wrote the Propaganda Technique in the World War where he talks about a ‘brew of ‘subtle poison, which industrious men injected (passive consumption) into the veins of a staggering people until the smashing powers . . . knocked them into submission’’ this also relates to the hypodermic model where this subtle poison that is injected (passive consumption) to change the behavioural pattern within someone and changing them to be something different
Daily Archives: November 3, 2021
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LASSWELL
I would have Tom Daley, Olympic diver, to endorse the product I am advertising as he is a part of the LGBTQ+ community and would fit the campaign attached to the product.
Audience Theory Notes
Hypodermic model (passive consumption)
Harold Lasswell was a key figure in the development of understanding how media is consumed. In 1927 he wrote Propaganda Technique in the World War which “highlighted the brew of ‘subtle poison, which industrious men injected into the veins of a staggering people until the smashing powers . . . knocked them into submission’” – which effectively means, how did the leaders in the first world war convince civilians that war was worth fighting and that it was worth dying for?
Two Step Flow of Communication (active consumption)
At the same time Paul Lazarfeld recognised that a simple, linear model may not be sufficiently complex to understanding the relationship between message sent > message received. As such, in 1948 he developed the Two Step Flow model of communication.
QUANTITATIVE v QUALITATIVE
Approaches to audience theory will either adopt a QUANTITATIVE ie number based approach (so counting sales, audience figures, costs etc) OR QUALITATIVE (a more individual interpretative approach considering not how many, but why audiences consume or engage)
There are many different categories of people, as described by Young and Rubicam:
| RESEARCH PRODUCT 1 (Cristiano Ronaldo Shampoo) | RESEARCH PRODUCT 2 (Nivea Shampoo) | MY PRODUCT (Deodorant) | |
| Quantitative | Middle/upper class, 16-25 year old men, lots of disposable income, relatively decent education | Middle class, 16-50 year old men, fair disposable income, fair education | Lower/Middle class, 12-40 year old males, fair amount of disposable income, fair education |
| Qualitative | Mainstreamer, Aspirer | Mainstreamer, Reformed | Mainstreamer, Struggler |
ANALYSE THE RELATIONSHIP BETWEEN SIGNIFIERS AND SIGNIFIEDS IN THE TWO CSP GAMES COVERS
In this essay, I will be applying a semiotic analysis to both the Metroid and Tomb Raider video game covers. This will include analyzing the semiotics (the study of signs, symbols, and signification) including symbolism and representation featured on the covers.
I will argue that the representation of the female character on the cover of the Tomb Raider videogame is reactionary, in that it follows common sexualization and diminishment of females in the media industry. Firstly Lara Croft’s posture and her exaggerated body features is a classic example of the effect of Lara Mulvey’s theory The Male Gaze, in which she theorizes the male gaze is “the act of depicting women and the world, in the visual arts and in literature, from a masculine, heterosexual perspective that presents and represents women as sexual objects for the pleasure of the heterosexual male viewer.” This is a direct contrast to the main character on the Metroid games cover. This character
Moreover, Tomb Raider’s games arguably portray women in a positive sense in many other ways. The key signifier, Lara croft, is holding multiple guns in the very center of the cover because the game only has a 12-year-old rating (stereotypical young male video game players, a particularly susceptible group, are fully exposed to the use of guns and in a way, this will desensitize them as well as alter their expectations of everyday life, creating this alternative perception of the real world as well as how women act and are perceived.
The character on the cover of Metroid is completely radical, in that it is an unfamiliar representation of a female character as for once they are not overexposed to appeal to certain demographic so that a major corporation can capitalize on the modern portrayal of females in the gaming industry by using their body to attract attention and gain sales; for once the female character is full clothes and is in fact wearing a futuristic, warrior-esque metal combat suit and is confidently brandishing a large weapon. This portrayal of a female videogame protagonist simply just presents the character as a warrior.
In conclusion, both the ‘Tomb Raider’ and ‘Metroid’ covers feature signifiers tied to masculinity and power which are opposed by the use of two female characters. Both characters are represented in an equal way as a result of the main character being female, this is presumed as both can be said that they suggest some sort of radical representation due to their bravery and independence as well as their female body’s being sexualized to please and entertain the assumed straight male demographic that these mega-corporations try to appeal to in an attempt to make maximum sales and profit. However, the Metroid cover could be argued to be in fact, less radical as a result of the assumption that the main character is a male on the front cover because of their stature, build, weapon, and large appearance.
Audience Theory
Hypodermic model based on passive consumption which is significant to advertising. The idea of telling someone to do something and they do it.
Harold Laswell – Propaganda Technique in the World War “subtle poison, which industrious men injected into the veins of a staggering people until the smashing powers… knocked them into submission”. As Martin Moore notes, Laswell, as a behavioural scientist researching areas connected with political communication and propaganda, believed each government had ‘manipulated the mass media in order to justify its actions’ in World War 1.
Shannon and Weaver in 1949, as the Transmission model of Communication, which included other elements, such as NOISE, ERROR, ENCODING and FEEDBACK.
In other words, there is the suggestion that the process of sending and receiving a message is NOT clear-cut, predictable or reliable and is dependent on a range of other factors that need to be taken into consideration.
audience theory
hypodermic model (passive consumption)-
Early theoretical work on the relationship of media consumption are often traced back to Harold Lasswell, who developed the theoretical tool of ‘content analysis’ and in 1927 wrote Propaganda Technique in the World War which highlighted the brew of ‘subtle poison, which industrious men injected into the veins of a staggering people until the smashing powers . . . knocked them into submission’ . As Martin Moore notes, Lasswell, as a behavioural scientist researching areas connected with political communication and propaganda, believed each government had ‘manipulated the mass media in order to justify its actions’ in World War 1.
To illustrate his hypothesis, in 1948 he developed a linear model of communication, one that breaks down the line of communication from point A to point B, in which the SENDER is transferring a MESSAGE, through a MEDIUM (eg Print, radio, TV, etc) that has a direct effect on the RECEIVER.
if i had a product which i was advertising, i would employee people with the same aspects on the product, if they were truly passionate about the product they would be able sell it well.😘
INVICTUS AD INSPECTION
Audience Theory
hypodermic model (passive consumption)
Early theoretical work on the relationship (or effects) of media consumption are often traced back to Harold Laswell.
After the end of WWII, social science researchers began to investigate the way in which communication – and particularly, political communication – was used to disseminate propaganda.
1927 wrote Propaganda Technique in the World War which highlighted the brew of ‘subtle poison, which industrious men injected into the veins of a staggering people until the smashing powers . . . knocked them into submission’.
If I had a product to advertise I would employ
audience theory
NOTES:
– Increase in audience research during WW2, propaganda used through a hypodermic model
– Hypodermic model (passive consumption): done as told through media and adverting… such as propaganda during WW2
– Passive consumption, very significant to advertising – the slow and instilled forced idea and/or belief into someone own theories through various media techniques
– Active consumption: The people engage in the media themselves, consciously, to then buy a product by choice, despite it may being an ill wise decision
– 2 step flow of communication: When the information for the media is the first step, and then the info goes to the main influencers to then be consumed by the masses through the influencers
– Lasswell’s Linear Model of Communication: Who (sender)…. Says What (message)…. Channel (medium)…. To Whom (receiver)…. The Effect (Feedback)
– In 1927 Harold Lasswell wrote Propaganda Technique in the World War which highlighted the brew of ‘subtle poison, which industrious men injected into the veins of a staggering people until the smashing powers . . . knocked them into submission’
AUDIENCE THEORY – ALEX HENRY
Notes:
-The Hypodermic model: Telling someone to do something and they listen through media.
-Passive Consumption: The idea of people being drip fed an idea or belief to slowly change someone’s view on a subject over time through media.
-Simple linear process: Harold Laswell’s idea of the linear model of communication.
->WHO > SAYS WHAT > THROUGH WHAT CHANNEL > TO WHOM > TO WHAT EFFECT.
–Two-Step Flow: – The two-step flow of communication model says that most people form their opinions under the influence of opinion leaders, who in turn are influenced by the mass media.
–Active consumption: The idea that people engage with the media, causing them to purchase the product