Assignment 3: Films and Audiences (Audience Theories)

Audience Theories

Theory 1: Hypodermic Needle Model

• This theory originated from when propaganda was used during First World War. The basis of the theory is that the mass media injects thoughts, values, beliefs into the audience and by doing that, it influences them and may change their opinions. 

• For e.g. When advertising first began, they would show the actual product, show and describe its functions and then they would describe what the product can offer to its intended audience, but then it become more about aspirations and associations, and the kinds of lifestyles the products can offer its target demographic.

• This theory sees the audience as passive because the media is powerful in controlling them and they're powerless to prevent the influence.

In 1961, Albert Bandura conducted the Bobo Doll experiment, a very controversial piece of research that proved that children copy violent behaviour.  The children watched a video were an adult violently attacked a clown toy called a Bobo Doll. The children were taken to a room where there was attractive toys and were not permitted to touch and were then led to another room with Bobo Dolls. 88% of the children imitated the violent behaviour that they had earlier viewed.8 months later 40% of the children reproduced the same violent behaviour. 

Theory 2: Reception Theory

• In 1973 at Birmingham University, Stuart Hall created the Reception Theory. The basis of the theory is that media texts are encoded by the creators and decoded by the audience in 3 ways - Dominant (Yes) negotiated (Yes/No) and opposition (No) and peoples choices are dependent on cultural background.

• This theory sees the audience as active because they give they're audiences more credit and understand they're free willed and may all react in different ways.

     Theory 3: Uses and Gratifications Theory

• The basis of the theory is that we watch the media for 5 different reasons:

1. Information + Education

2. Entertainment

3. Personal Identity

4. Integration + Social Interaction

5. Escapism

• This theory sees the audience as active because they're integrating and interpreting media into they're own lives and are in control themselves of what media they want to watch.

                                                     Theory 4: Two Step Flow Theory

• The Two Step Flow Theory was developed by Lazars Field. They looked at how the voters made up their minds in presidential elections and wrote a book about it. 

• The basis of the theory is the mass media communicates with people but this communication is channeled through opinion leaders. People will often look up to someone they trust and someone who reads more of the media and deciphers it, so these opinion leaders communicate their understanding to those people.

• This theory sees the audience as passive because they're been dominated and their opinions are shaped by those who they look up to. 

                             Theory 5: Cultivation Theory

• The Cultivation Theory was created by George Gerbner. The basis of the theory is the people who watch a lot of TV are more likely to be influenced. Often helping people to reinforce their opinions rather than changing them.

• This theory sees the audience as passive because they're more easily manipulated and have less control.