Audience Theory

There are various different audience theories that we need to be addressing and thinking about when it comes to the coursework. These are theories that put across certain statements and understandings about what audiences do with, and what they gain from certain media products and texts. It also establishes how easily, or in what way they come to an agreement with the media and how susceptible they are to believing it, or being 'controlled' by it.

Hypodermic Needle theory: This is a theory that dictates audiences are passive in nature. Ideologies and opinions are passed on to, or injected into the audience through the many different mediums of the media. This 'injection' then shapes and alters the audiences state of mind; essentially controlling their thoughts and beliefs just through showing them things on the media explicitly.

The Agenda Setting theory: The Agenda Setting theory, or model represents a very powerful influence of the media. This theory suggests the media has the power to tell us what is and what isn't important. It can be justified in 2 main points. 1- The press and the media do not reflect reality; they filter and shape it. 2- Media concentration on a few issues and subjects leads the public to perceive those issues as more important than others. 

Two Step flow theory: This theory proposes that the key information from the media movies in two distinct stages. It can be described by a diagram, the Two Step Flow Model, developed by Katz & Lazarsfeld in 1955. It basically says that the 'opinion leaders', individuals that pay close attention to the media and the information presented, and then they pass it on to many people around them, or as the model describes 'individual in social contact with the opinion leader.' This is how this model suggests information and opinions presented from the media gets around. 

Uses and gratifications theory: This theory is the opposite to the Hypodermic Needle theory and it suggests that audiences are active. It is all about what people do with media rather than what the media does to people. People use the media and all of its products for individual needs and requirements. This can be for social needs, cognitive needs, affective needs and social integrative needs.