Audience Theories

Hypodermic Needle: The hypodermic needle model (also known as the hypodermic-syringe model, transmission-belt model, or magic bullet theory) is a model of transmission recommending that an intended message is directly received and thoroughly accepted by the receiver. The mass media in the 1940s and 1950s were recognized as a strong effect on the behaviour change. People are passive and are having a lot of media material shot at them.

Reception Theory: The reception belief a kind of reader response literary theory that highlights the reader’s reception of a written text. The theory expresses that media texts are encoded by the producer meaning that whoever produces the text fills the product with values and messages. The reader can interpret the text in one of the three ways: Dominant or preferred reading, negotiated reading or oppositional reading.

Uses & Gratification Theory: This theory was made by Elihu and Blulmer and launched the uses and gratification approach when he came up with the idea that people use media to their assistance. In addition, it stated that the audience consumption was based on highly active audience choices & personal preferences. Individuals have different uses for texts, & instead of mindless entertainment, we all expect to get something from it.

Copycat Theory: The copycat theory associates to something which is broadcasted in the media that creates a lot recognition, resulting in other people to emulate, or copy this to have equal level of attention.

Desensitisation Theory: The desensitisation theory assumes that the more violence viewers are revealed to in the media over a duration of time, the less sensitive we become to it. Moreover, the audience’s reactions grow weaker when they are exposed to more death and sex too.

Catharsis: Catharsis is an emotional effect experienced by people who use the media to purge or cleanse negative emotions, such as fear or anger.

Cultivation Theory: The theories attention is more on how the media affects people’s attitudes rather than actions. Over exposure to films/television shows can blur an audiences sense of reality. This theory was invented by George Gerbner.