Audience

Question 1

Desensitisation Theory

Answer 1

The theory that over time audiences become accepting of high levels of violence, sex and death in media texts.

Question 2

Power & Responsibility

Curran & Seaton

Answer 2

The media is controlled by a small number of companies driven by the need for profit and power. This concentration of media to maximise profit has limited the choice of content available.

Question 3

Hypodermic Syringe Theory

Harold Lasswell

Answer 3

The media injects attitudes, beliefs and ideas into the audience. Passive audience accept these messages - the media therefore, is in control.

Question 4

Uses & Gratification

Blumler & Katz

Answer 4

Audiences prefer texts based on 4 main needs -
Information/Education (to learn)
Companionship (Desiring company)
Identity (Audiences relate)
Entertainment

Question 5

Two-Step Flow

Lazarsfeld & Kats

Answer 5

Development of the Hypodermic Syringe theory - audiences are still passive but take more influence from prolific figures (celebrities/friends/family).

Question 6

Media Effects Theory

Albert Bandura

Answer 6

Linked to Hypodermic Syringe Theory. Ideas can be directly implanted in the audiences mind. Audiences will acquire, model or copy ideas in media. Young people at risk.

Question 7

Utopian Theory

Richard Dyer

Answer 7

Audiences choose texts because they wish to escape into the world. Forgetting life’s struggles and immersing themselves in a world.

Question 8

Cultivation Theory

George Gerbner

Answer 8

Exposure to repeated patterns of representation over long periods of time can influence the audience and shape the way people see the world around them. Over time, these views become mainstream.

Question 9

Identity Theory

David Gauntlett

Answer 9

Audiences are active and “pick and mix” what the media provides them in order to create an identity.