AUDIENCE

TWO STEP FLOW LINEAR THEORY This theory asserts that information from the media moves in two

distinct stages. First, individuals (opinion leaders) who pay close attention to the mass media and its messages receive the information. Opinion leaders pass on their own interpretations in addition to the actual media content. The term ‘personal influence’ was coined to refer to the process intervening between the media’s direct message and the audience’s ultimate reaction to that message. Opinion leaders are quite influential in getting people to change their attitudes and behaviours and are quite similar to those they influence. The two-step flow theory has improved our understanding of how the mass media influence decision making. The theory refined the ability to predict the influence of media messages on audience behaviour, and it helped explain why certain media campaigns may have failed to alter audience attitudes an behaviour. The two-step flow theory gave way to the multi-step flow theory of mass communication or diffusion of innovation theory.

MCQUAIL, BLUMER AND BROWN: USES AND GRATIFICATIONS THEORY Uses and Gratifications Theory is a popular approach to

understanding mass communication. The theory places more focus on the consumer, or audience, instead of the actual message itself by asking “what people do with media” rather than “what media does to people”. It assumes that members of the audience are not passive but take an active role in interpreting and integrating media into their own lives. The theory also holds that audiences are responsible for choosing media to meet their needs. The approach suggests that people use the media to fulfil specific gratifications.

The Uses and Gratifications Theory follows a basic model. It is an audience-centred approach. When an audience actively seeks out media, they are typically seeking it in order to gratify a need. For example, in social situations, people may feel more confident and knowledgeable when they have specific facts and stories from media to add to conversation. By seeking out media, a person fulfils a need to be informed.

According to the theory the media is like a syringe which injects ideas, attitudes and beliefs into the audience who as a powerless mass have little choice but to be influenced- in other words, you watch something violent, you may go and do something violent, you see a woman washing up on T.V. and you will want to do the same yourself if you are a woman and if you are a man you will expect women to do the washing up for you.

Many people have seen the theory as simplistic because it doesn't take any account of people's individuality

HYPODERMIC SYRINGE

MASLOW’S HIERARCHY OF NEEDS This hierarchy suggests that people are motivated to fulfil

basic needs before moving on to other needs. Maslow’s hierarchy of needs is most often displayed as a

pyramid. The lowest levels of the pyramid are made up of the most basic needs, while the more complex needs are located at the top of the pyramid. Needs at the bottom of the pyramid are basic physical requirements including the need for food, water, sleep and warmth. Once these lower-level needs have been met, people can move on to the next level of needs, which are for safety and security.

As people progress up the pyramid, needs become increasingly psychological and social. Soon, the need for love, friendship and intimacy become important. Further up the pyramid, the need for personal esteem and feelings of accomplishment take priority.

LOUIS ALTHUSSER ‘INTERPELLATION’

The term interpellation was an idea introduced by Louis Althusser (1918-1990) to explain the way in which ideas get into our heads and have an effect on our lives, so much so that cultural ideas have such a hold on us that we believe they are our own. Interpellation is a process, a process in which we encounter our culture’s values and internalize them.