Hypodermic needle theory
passive audiences are injected with ideologies, beliefs, messages and values. Our behavior is easily and directly shaped by these messages from the media and is is more likely to have an effect on children and elderly people.
Two step flow
The two step flow assumes a more active audience who will discus the media texts with each other but still assumes we can be passive. It also proposes that we are influenced by “opinion leaders” like our parents, doctors or other experts in the field.
Cultivation theory
Repeated exposure to a media message, will lead to “desensitization” i.e. audience becomes less sensitive
Uses and gratification theory
Looks at why the audience use the media
Assumes that audiences are active consumers- they are not passive
Uses;
diversion – use the media to avoid something in the viewers life
Another is personal identity – the viewer identifies with a character
Personal relationships – gives a common talking point
Surveillance – find out what’s going on in the world
Reception theory (Stuart hall)
The audience do not passively accept a media text
He proposed three different reading;
Dominant reading – media text interpreted in the way intended by the producer.
Negotiated reading – audience accepts some of the media text but not all aspects
Op-positional reading – audience is in conflict with the text message
Audience readings of a media text depends on:
Gender, situated culture (background upbringing, culture, lifestyle), age, experience and knowledge.
Hypodermic needle theory suggests that the media is vary powerful and can implant images and ideas in our heads whereas cultivation theory is almost the opposite of the. Its suggest that the media isn’t very powerful and were desensitized to the topics and themes occurring regularly in the media. I think the most realistic theories are the two step flow theory and the uses and gratification theory. This is because the two step flow suggests a mixture of media consumption behavior, where audiences can view or consume media passively whilst still being able to view in depth and discuss the content. the uses and gratification theory is very realistic because it gives the four main categories of why audiences consume media and that when they do they do it actively even if its on a subconscious level. The media companies hope for and rely on audiences the hypodermic needle theory suggests. They hope for passive audiences who are easy to implant ideas and messages into, this is because it makes them more powerful as they will be able to control there audiences viewing patterns and ideas meaning a potential for more profit.
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