6. Audience - Theories

Question 1

The Hypodermic Needle Theory.

Answer 1

Suggests the media is like a syringe that injects ideologies, attitudes and beliefs into the audience who have little choice but to be influenced by media content.
Passive audience accept the Preferred Reading.

Question 2

Bulmer and Katz’s Uses and Gratifications Theory.

Answer 2

Suggests the audience determines what to do with the media rather than the media influencing them.
When an audience actively seeks media they want it to gratify a need or be useful to them.
Personal identity
Information and Education
Entertainment and Diversion
Social Interaction

Question 3

George Gerbner’s Cultivation Theory.

Answer 3

This theory rests on the idea of desensitisation through media.
Repeated exposure to consistent social values perpetrated by the media which can influence behaviour and belief of the audience.
Young people are considered more vulnerable to this.

Question 4

Two Step Flow Theory.

Answer 4

The information from the media moves in 2 distinct stages:
1) the media will influence opinion leaders who in turn will influence the masses ;(through their existing fan base)
Opinion Leaders are those who may affect the way in which an audience interprets the media. They have the power to influence the audience to think a certain way about a story or event.

Question 5

Stuart Hall’s Reception Theory.

Answer 5

Preferred reading: This is where the audience uncritically accepts the intended meaning of the text.
Negotiated Reading: The most common reading. Where an audience will accept some parts of the reading and reject others, usually occurring when an audience has specific knowledge about a topic being covered.
Oppositional Reading: The audience rejects the message of the text and outlines their reason for opposition.