Upload
amorrison1
View
73
Download
0
Embed Size (px)
Citation preview
Audience theories
Hypodermic syringe theory Suggests that media
messages are injected straight into a passive audience which is immediately influenced by the message
We receive these messages from media products e.g. TV or the radio
Designed to trigger a desired response
Since the audience is young, it is easier for them to accept messages which they read. I am relying on my audience to accept this theory and take in what they read.
The uses and gratifications model Suggests that media users
play an active role in choosing and using the media
Media theorists say that the user seeks out a media source that best fulfils the needs of the user
User has 4 basic needs:
1.) Diversion – they need to relax
2.) Personal relationships – use media to fulfil needs for company (Social groups)
3.) Personal identity – use media to find out about yourselves
4.) Surveillance – using media to find out what is going on around us
The influence model
Dominant – the one that the producer wants you to take (this is what my audience will accept as they are young, and accept most things that they read)
Oppositional – opposite to what the producer wants you to take
Negotiated – recognises dominant reading but changing it to suit themselves