Audience theorys

Question 1

Hypodermic needle theory

Answer 1

” magic bullet” media is like a syringe which inject ideas, attitudes and beliefs into the aduence who have little chocie but to be influenced. passive audences accept the preffered message.

Question 2

Blumler and Katz

Answer 2

Uses and gratification theory
Personal identity
Info and educate
Entertain and diversion
Social interaction

Question 3

Albbert Bandura

Answer 3

media effects
Audience acquire attitudes, emtional responses and new syles of conduct and behaviour through modelling what they see in the media.

Question 4

George Gerbner

Answer 4

Cultivation Theory
Rests on ideas of desensitization through media.

Question 5

Two step flow theory

Answer 5

First, the media will influence opinion leaders who in turn influence the masses.

Question 6

Stuart Hall: Reception

Answer 6

Reception theory
Situated culture: he situation of the audience at the time of consuming the media text.
- dominate/ preferred reading this is when the audience uncritically accepts intended meaning of text.
-Negotiated reading Where audience will accept some parts of the reading and reject others.
-oppositional reading This is when the audience rejects the message of the text and outlines their reasons for opposition.

Question 7

Richard dyer star

Answer 7

Using a star to attract an audience.