Audience

Question 1

What is the Desensitisation theory?

Answer 1

this theory argues that the audiences become more accepting of violence, sex and death.

Question 2

What is the Power and Responsibility theory?

Answer 2

Curran and Seaton suggests that media is controlled by a small number of companies driven by the need for profit and power.

Question 3

What is the Hypodermic Syringe theory ?

Answer 3

Harold Lasswell suggests that the media injects attitudes, beliefs and ideas into the audience directly. audience is passive, therefore media is powerful and in control.

Question 4

What is the Uses and Gratification theory?

Answer 4

Blumler and Kats believed that audiences prefer texts on 4 main needs:

• Information/Education
• Companionship
• Identity
• Entertainment

Question 5

What is the Two Step Flow?

Answer 5

A development of the Hypodermic Syringe theory. Lazarsfeld and Katz argue that audiences are passive and influenced by others opinions

Question 6

What is the Media Effects theory?

Answer 6

Albert Banduras idea is linked to the Hypodermic theory in that ideas can be implanted into the audience directly

Question 7

What is the Utopian Theory?

Answer 7

Richard Dyer argues that the audience choose texts so they can escape into that world and forget about the struggles of life.

Question 8

What is the Cultivation theory?

Answer 8

George Gerbner claims that exposure to repeated patterns of representation over long periods of time shapes a persons view of the world around them

Question 9

What is the Identity theory

Answer 9

David Gauntlett argues that audiences are active and “pick and mix” what the media provides to create their identities