Audience Theories

You should now be able to explain each theory and relate each theory to the BBFC

Theory/Concept	Explanation	In relation to the BBFC
Ideology (Marxism)	People who own the means of production also own the ideas of a society, which affects people who work for them and forces them to think that there is no alternative to their solution.	Prevents negative ideologies from reaching the public. ‘This is England ‘ (18) includes racism. Younger audiences may not be able to look at it objectively.
Hypodermic needle/mass media (The Frankfurt School)	The audience are passive and believe everything they see and hear in the media.	Any reference to negative elements could influence people to copy U, PG, 12.
Uses and Gratifications	The audience are more active and choose to receive media for several uses e.g. information or entertainment.	People have the ability to decide how to receive media. Controversial films only used for information or entertainment NOT identity.
Imperialism	When a country forces its ideas on another country, pushing out any existing culture.
Two-Step Flow	The idea that the communication between media and an audience is not straightforward but involves mediators who can reinterpret the information.	Influence of BBFC examiners.
Reception Theory (Stuart Hall)	The way each member of an audience receives a text depends on numerous things such as their cultural background and life experiences.	The things which may tap into a person’s experiences and cause a negative response are banned e.g instructions on how to kill yourself.
The Political Economy of Mass Media (Noam Chomsky)	The media is used as a political weapon and is controlled by governing powers so that only certain information is given to the audience.	The BBFC would be under the control of the government and therefore not independent body. The views of the BBFC could change with each new government.