Audience Theory

Hypodermic Needle Model

The Hypodermic needle theory suggests that mass media has a direct
and powerful effect on its audience that can indicate behavioural changes
in individuals and audiences. This was most evident in the 1940s and 50s.
There are several factors which contributes to the strong affects theory of
communication. This includes: the rapid rise of mass media globalisation
and popularisation of radio and television, the emergence of the
persuasion industries and techniques, such as advertising and
propaganda as well as the Payne Fund experiment of the 1930s which
researched in detail then effect of motion pictures on children and young
people.
The theory basically suggests that mass media can influence a large
group of people by directly informing the audience on a topic, this method
can be called injecting or shooting an audience with specific messages
designed to trigger a response.

Uses and Gratifications theory

The uses and gratifications theory is a popular approach to understanding

media and the mass communication that it endorses. This theory places
more attention on the consumer/ audiences of the information, rather
than the actual message itself. The theory asks What people do with
media, rather than What media does to people.
The theory assumes that the audience are not passive, but instead take
an active role in interpreting and integrating media communications into
their own lives. Another important aspect of this theory states that the
audiences are responsible for choosing media to meet their own needs.
The uses and gratifications theory must apply to one of the following when
we choose a form of media:

Identity
Educate
Entertain
Social interaction
Reception Study

Reception theory is a version of reader/ consumer response literary theory

that emphasizes the readers reception of a specific text. The theory
originated from the work of Hans- Robert Jauss in the 1960s. The reception
theory was most influential during the 1970s and early 80s.
The theory focuses on the scope for negotiation and opposition on the
part of the consumer or audience. This means that any type of text
(whether in a book, film or other media outlets) is not purely passively
accepted by the audience, but that the reader or viewer interprets the
meanings of text based on their individual cultural background and own
experiences in throughout life.

Effects Debate

Effects of Exposure to explicit sexual or violent content

As there are such a range of modern day games to choose from, each with
its own type of gameplay and game mechanics. Games have now
progressed to the point where almost every type of game has been made
and now developers are looking for new ways to rejuvenate the gaming
industry or bring back old classics with a new twist.
Games can range from games designed for toddlers which can be
educational or purely for entertainment. The other end of the spectrum is
games that are rated 18+. These are games in which they include
violence or explicit content/ language as well as sexual content to some
degree. These types of games can be rated anywhere between 15 and 18
dependent on how the PEGI system rates it and determines how mature
the game is and how mature the audience must.
The PEGI system is used to give a certificate age rating to games
depending on their content and how extreme the explicit content is seen
to be by the company. The age rating system is used to protect certain
age ranges from content that is not suited to them. Without the age rating
system, games could be played by anyone and this could potentially be
dangerous to younger people playing older/ more mature games as this
could affect their general views and perception of life.
This is why it is so important to have a rating on sexually explicit and
violent games such as Call of Duty. Most of this popular franchise is rated
as mature (either 16 or 18+) which is usually 18 as is the case with most
of the newer call of duty games released. As the franchise is centred on
war, the content is obviously violent with some call of duty games more
violent and gory than others are.

Effects of Advertising

The effects of advertising games that are rated for mature audiences only
follow the same rating system as the game itself. Normally, as is the case
with Call of Duty game advertising, the promotion for a game will warn the
audience prior to a game trailer playing if the game or the trailer there
about to watch is suitable for them. A game trailer will usually state
whether explicit content is included in the game and how extreme explicit
content is, but if it is seen in the game trailer as well.
Adverting games as if Call of Duty can be difficult as very explicit content
can be included, it is hard to appeal to the games target audience without
showing the game overall and show tasters of what the game includes
overall.

Health concerns

There can be a number of health concerns that can rise from playing
explicit games such as Call of Duty. This is because of the violent nature of
the game, this can mean that young people are suitable to play the game
as it has such an explicit range of content.
As well as this, the game can be harmful to health in the sense that
people can become addicted to playing the game, this is simply called
game addiction. This can happen with any game however. People can go
several hours before putting the game down this can be detrimental to
health as a range of health issues can arise from playing the game
straight for a un-healthy number of hours.

Censorship debates

It is important to censor certain parts of games which are seen as explicit

or too explicit to be shown in the game. Censorship is important for many
reasons. Commonly, censorship is included in games to avoid offending
anyone or showing content not suitable for the games audience.
In my game Call of Duty, not much is censored
because the age rating is so mature that the users
playing the game are mature enough to see any type
of explicit content that .
is included.