Audience Theories
The hypodermic needle theory is a stages of a communication theory which suggests that media messages are injected into the brains of a uninterested audience. It suggest that we are all the same and we all respond to media messages in the same way.
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The Effects model
The media effect theory is how media can effect the society and how society can effect the media. Some negative implications of this theory are when people do "copy cat murders" For instance if someone gets too hooked in a film and copy's it and kills people in that style as the film will influence the viewer in a very bad way.
An audience tends to see the audience as passive and sees how exposure to particular aspect of media content can effect the behaviour of the audience.
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Two step-flow model
The two flow model can be simplified by two steps, the first step is the opinion leaders will get information for a media source. The second step is the opinion leads will then pass on the information as well as there interpretation to others such as family and friends. The opinion leaders will be influenced and pay close attention to the mass media and the messages. The influentials are not really informed by the media and will look up to opinion leaders.
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The uses and gratification theory
The uses and gratification theory is an approach to understanding why and how people seek out specific media to satisfy specific needs. An audience approach to understanding mass communication is UTG. It focuses on the consumer or audience rather than the actual message itself. it focuses on the question "What do people do with media?" instead of "What is the media doing to people?"
It assumes people are taking an role in interpreting in there own life's. it suggests the uses and gratification theory has to fulfil one of these when choosing a media...
1. Identity
2. Educate
3. Entertain
4. Social interaction
Blumer and Katz extended this theory and published there own in 1974. Stating that individuals would use a media text for these reasons:
Diversion - escape from everyday problems and routine.
Personal Relationships - using the media for emotional and other interaction, eg) substituting soap operas for family life
Personal Identity - finding yourself reflected in texts, learning behaviour and values from texts
Surveillance - Information which could be useful for living eg) weather reports, financial news, holiday bargains