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AUDIENCE THEORY

Presented By: Andre Atillo

Audience Theory is specifically a significant element of thinking that developed within academic literary theory and cultural studies.We can identify 3 audience theories that presents the different theories of audience based on the understanding the relationship of various texts and specially the audience.

RECEPTION THEORY

USES AND GRATIFICATION THEORY

EFFECTS/HYPODERMIC THEORY

By understanding these theories people even myself can ultimately understand

how the media can affect certain individuals based on how to reach audiences and most specially the

society.

Reception Theory consequentially tackles about “talks” about how the media texts are presented by the audience and how the audiences ergo decoded the specific texts. Conversely, There are situations where the message of the producers is abolished, misunderstood and rejected by the audience.

Stuart Hall presented three types of audience decoding:Oppositional- It is based on where the audience rejects the message, The main cause of rejection are Cultural, Social, Environmental and etc.Dominant- This is where the message from the producer where it is correctly decoded and the audience agreed with its meaning.Negotiated- It is where the audience rejects, accepts and refines elements of the texts in light of previously held views(views that are undecided and disinterested)

RECEPTION THEORY

USES AND GRATIFICATION MODEL

Specifically, This theory would argue that all audience are always “active” and cannot be influenced by all the text but it uses its important uses. The fact that the control will vary upon the audiences who typically uses the media for various purposes that enable them to reject or abolish media messages that they don’t agree with or inappropriate messages.

These are the needs that audiences gratify the media with:Social interaction- it allows them to discuss topics to others.Escapism- It makes them relax with our realities.Identity- It allows them to relate and compare different lifestyles with other people.Information- It makes them understand and discover new things that they really like. DOES THIS HELP THE AUDIENCES?

Absolutely, It encapsulates the ideology that the audience have ultimately the power of consumption that helps people deal with in the media, Issues that are related with:Relaxation, Emotional Satisfaction and Learning. The effect of this is that it allows the audiences to have knowledge with different lifestyles and identities that are show in the media. Significantly, it helps people with personal and social issues either positive or negative.

Effects or Hypodermic model theory would reinforce the ideology that audience are very submissive and passive, The fact that they cannot prevent the influence of the media through messages that they have a “syringe-like” media in the text. However the effect of this to the audience is very negative.

Through Evident we can use the film “A Clock Orange” (1971). Several Violent attacks specially (rape) are involved.

Based on the audience point of view they state and argue that it would allow the audience to promote violent tendencies. Another example would be through the representation of violent and catastrophic video games that would influence the audience or viewers. The negative effect of this was the fact that it lead many games, movies and books abolished, banned and age certified for the viewers.

EFFECTS/HYPODERMIC

MODEL

MORAL PANICDue to the fact that the effects/ hypodermic model can lead to create a moral panic. This is the ideology that media has a very big influence to people either positive or negative. Specifically, based on “dopes” up with messages that is available for us to accept. Significantly, the most important worries for people based on the effects/hypodermic model is the fact that it allows them to influence a violent behaviour and mindless inactivity.

CONCLUSION EVALUATION

Firstly, Based on “The Reception Theory” I can conclude that it was made to allow problems and limitations that are vividly spotted by the audiences based on the errors of the two other theories.

Akin to that, “The Effects/Hypodermic Theory” I can conclude that it presents the violent behaviour that is presented by the consumption of the media texts.Alternatively, This theory is a disadvantage because it ignores other notable factors such as the individuals upbringing. The fact that there no any case that’s proved link based on the violent acts and the text.

Nevertheless, “The Uses and Gratification Theory” conveys the idea that viewing violent images can be helpful and it allows the audience to act out violent impulses through viewing and influenced by the aggressive and catastrophic media texts. This is supposedly allows the audience to avoid committing violence and the fact that it acts as the impulse is definitely subdued.