Audience theory By Divya Sharma

Hypodermic Model The hypodermic needle theory implies that the mass media has a direct, immediate and powerful effect on its audiences.It suggests that mass media can influence a large group of people directly by ‘injecting’ them with appropriate messages that are designed to trigger a desired response.

Uses and Gratification Theory This theory places more focus on the consumer/audience instead of the actual message itself by asking “what people do with media” rather than “what media does to people”. Members of the audience are not passive but take an active role in interpreting the media they see into their own lives. It also suggests that the audience are responsible for choosing media to meet their needs, it also suggests that people use the media to help fulfil specific gratifications.

Reception Theory Dominant: They go along with the views expressed in the media. A dominant reading (opinion/response) might be that the news report is insinuating that the Caribbean community can not enjoy themselves at this type of event without breaking the law. Dominance reading or hegemonic A basic acceptance of the meaning of a specific text tends to occur when a group of readers have a shared cultural background and interpret the text in similar ways.

Reception Theory (continued)Oppositional:They oppose the views expressed. An oppositional reading might be that the police or the media are racist, focusing on drug-related crime unnec essarily.Negotiated:They reinterpreted the views to fit in with their own opinions and values. A negotiated reading might be that 12 arrests are not particularly news worthy considering that millions of people attended. So, therefore (logically and statistically) out of those millions of people, let alone carnival goers, there is bound to be a percentage of people who are drug users.

Two Step Flow Theory First, individuals (opinion leaders) who pay close attention to the mass media and its messages receive the information. Secondly, Opinion leaders pass on their own interpretations in addition to the actual media content. The term ‘personal influence’ was coined to refer to the process intervening between the media’s direct message and the audience’s ultimate reaction to that message. Opinion leaders are quite influential in getting people to change their attitudes and behaviors and are quite similar to those they influence.

Maslow’s Hierarchy of Needs Maslow’s Hierarchy of needs is a theory which suggests there are 5 stages people go through in life. The theory says that at each stage we have different motivations that drive us. If we apply these stages to media then we can use them to try to understand the motivations behind our target audiences as well as another piece of evidence to support our arguments.