Media Audience Theories

The Hypodermic Syringe Model

The Hypodermic Syringe Model The model suggests there is a direct link

between media and the behaviour or attitudes of the audience.

The model sees the audience as passive, and the media as having a strong effect on them.

Young audiences are seen to be the most vulnerable, because media is an agent of socialization for them, and so are more likely to be influenced by the content.

The Hypodermic Syringe Model suggests the media can effect the audience, as they can:

Imitate the behaviour observed Become desensitised to the content e.g.

desensitised to violence Becoming sensitised to it(become more

aware). Become disinhibited Media can be used for catharsis: being a

safe outlet for emotions

The Hypodermic Syringe Model

Reception Analysis Theory

Reception Analysis Theory Morely created the Reception Analysis

theory, in which the audience interprets the message of the media according to several factors of their background.

Age, ethnicity, gender and social class are all said to be contributors to their interpretation of the text. The audience can then make one of three readings from it.

The theory sees the audience as active, and the media as weak in influencing them.

Reception Analysis Theory The three possible readings are:1. A dominant reading, in which the

majority read the same message.

2. An oppositional reading, which is read by the minority, and is directly opposite the dominant reading.

3. A negotiated reading, in which a reinterpretation is made, in order to fit with an individuals own views and beliefs.

Uses and Gratifications model

Uses and Gratifications Model McQuail suggested the audience has

four needs that need to be fulfilled in media, which determines the way they choose what to consume.

The model sees the audience as active, and having control over what effect the media can have on them.

Uses and Gratifications Model The four needs are:1. Escapism from everyday life2. A relationship for isolated people3. To gain information4. To form a comparison against their own

identity.

However, it has been disputed that there are only four needs, as many argue there are more needs for media on an audience.

The Selective Filter Model

Selective Filter Model In this model, Klapper states the media

can only have an effect on the audience, once it has penetrated three stages.

This suggests the audience has an active role in accepting whether the message can have an effect on them.

The stages are:1. Exposure2. Perception3. Retention

Selective Filter Model Exposure- the audience has the choice

to engage with the media, and what type od media they are exposed to.

Perception- the audience can then choose whether they wish to accept the message being conveyed.

Retention- the audience then has to remember the message in order for it to have an effect on them.

The Two-Step Flow Model

Two- Step Flow Model The two- step flow model, by Katz and

Lazarsfeld suggests the messages of the media can be influenced by an individual’s relationship with another.

This person, called the ‘opinion leader’ can interpret their views of the text onto someone who respects them, which can then be internalised as the individual’s own view on the subject.

This therefore sees the audience as active, in taking a role in interpreting the media, and the media as weak in directly and passively effecting the audience.