The Hypodermic Needle Model theory suggests that mass media can easily influence a large group of people without any challenge and opposition from those people. This theory suggests that, as an audience, we are manipulated by the creators of media texts and our behaviour and thinking might be easily changed by media-makers. Therefore, it assumes that the audience are PASSIVE.
Two Step Flow:
This theory suggests that a social class or demographic get their interpretation of the media through a representative of that class, known as an opinion leader. Therefore, the audience would be PASSIVE.
Uses & Gratifications: This theory revolves around the idea that audiences make choices about what they do when consuming texts. In 1948 Lasswell suggested that media texts had the following functions for individuals and society.
- Surveillance
- Correlation
- Entertainment
- Cultural transmission
Researshers Blulmer and Katz expanded this theory and published their own in 1974, stating that individuals might choose and use a text for the following purposes:
- Diversion - escape from everyday problems and routine.
- Personal Relationships - using the media for emotional and other interaction, eg) substituting soap operas for family life
- Personal Identity - finding yourself reflected in texts, learning behaviour and values from texts
- Surveillance - Information which could be useful for living eg) weather reports, financial news, holiday bargains.
This theory would suggest that the audience is ACTIVE.
Reception Theory:
This theory is a version of the reader response literary theory that emphasizes the reader's reception of a literary text. It is more generally called audience in the analysis of communications models. This theory would sugges that the audience is PASSIVE.
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