Audience theories

Hypodermic needle theory

The hypodermic needle theory is an old theory of communication. This theory suggests to others that an audience of your product or media is helpless to the effect and messages of a medium. This theory also says that an audience will absorb all of the intended information from the media. With an effect of believing anything that they see.

Example:

The Nazi propaganda was to make sure that the Germans only saw media that would follow the view of Hitler’s and also tried to restrict other views from the country so that their people wouldn’t be influenced

 

Uses and gratification model

Blumler and Katz’s uses and gratification theory suggests that media users play an active role in choosing and using the media.  Users take an active part in the communication process and are goal oriented in their media use.  The theorist says that a media user seeks out a media source that best fulfils the needs of the user.  Uses and gratifications assume that the user has alternate choices to satisfy their need. There are different ways in which this theory takes place and the factors are; Diversion, personal relationships, personal identity, entertainment, surveillance.

Example:

A James bond film the diversion of this is that the person is with James bond the whole time trying to solve puzzle with him or cheer him on so you then forget your surroundings as you have escaped into the film.

Also with the film the entertainment is a main influence for the audience because they have time spare then they will need something to fill in that time which this film doesn’t as it is action packed and you get to feel what the characters are feeling the whole way through.

Reception theory

Reception Theories is when producers or directors construct a text encoded with hidden message or meaning that they want to get across to the audience. If done correctly the audience will be able to pick up the meaning or message straight away, but the audience will need to be reminded of the message throughout the film this could be done through character dialogue or actions within the film.

Example:

When watching a Simpson’s episode the mean aspect to the success of the product is through the use of comedy. So therefore there will be different views from different people such as a teen finding the program funny whereas old people may find it inappropriate or a joke.

In horror-thriller films the audience is expect to feel certain emotions that are related to horror and thriller films such as anticipation, terror, uncertainty, surprise and are able to create suspense.