Audience Theories

Hypodermic Syringe Theory:

• 1920's 
• looks at the effect that the media has on the audience and how the media 'injects' us with their desired meaning, which we then passively accept. 
• It could be argued that this theory is now outdated but still sometimes assumed to be true by the government and tabloids. For example: violent video games are said to damage children as they cause them to be violent, therefore the games need to be banned.
• 'Moral panic' is created through websites such as the Daily Mail through their exaggeration of stories such as the horse meat scandal
• It could be argued that this theory relates to my upcoming documentary as it aims to send a message to the audience that teenagers are rebellious, breaking the law and are put in vulnerable situations whilst attending festivals, fulfilling the stereotype of how they are perceived in wider society. It would 'inject' the audience with the meaning that teenagers are risk takers.
• http://www.utwente.nl/cw/theorieenoverzicht/Theory%20clusters/Mass%20Media/Hypodermic_Needle_Theory.doc/

Two Step Flow:

• A slightly more sophisticated version of the hypodermic syringe theory.
• The message is transmitted to the audience via a small group of 'opinion leaders' 
• The general audience receive the media message, filtered through the thoughts of the opinion leaders. For example: celebrities on Twitter may express their opinion about a certain matter, causing a majority of their fan base to then share this same view. These opinion leaders have an influence on the general audience. (effects from social media)
• http://www.utwente.nl/cw/theorieenoverzicht/Levels%20of%20theories/macro/Two-Step%20Flow%20Theory.doc/

Uses and Gratifications:

• Blumer and Katz expanded an earlier theory in 1974
• The audience choose their media text to fulfill different needs that they have
• Following reasons to choose a text: diversion, personal relationships, personal identity, survelliance.
• Criticisms of the theory state that it focuses on the individual and therefore does not take the pressures of wider society into account. Another disadvantage of the theory is that it does not account for the media that is consumed with no choice. For example: bus advertisements, music in the background of adverts/programmes etc.
• http://www.utwente.nl/cw/theorieenoverzicht/Theory%20clusters/Communication%20and%20Information%20Technology/Uses_and_Gratifications_Approach-1.doc/