Theories Concerning Audiences

Hypodermic Syringe Model

It refers to the media being like a syringe that injects ideas, attitudes and beliefs into the audience who are powerless to it therefore are under the influence. This theory is based on the actions of people after watching films, especially violent ones, such as A Clockwork Orange. An example is Jeffrey Dahmer, a serial killer, who watched a clip of his favourite film to excite him before a murder. This example also rejects the theory as others who watched the same movie, Star Wars, did not have a similar reaction.

Cultivation Model

This is an advanced take of the hypodermic syringe theory. It states that although one viewing may not have much of an effect years of viewing may make people become desensitised. This means people may become less shocked by real life violence making it become ‘normal’ especially if the violent behaviour goes unpunished. The opposite to this is sensitisation where the violence is so shocking it puts people off and makes them more aware.

Gratification Theory

According to this theory we all make our own choices concerning what we watch to satisfy our own needs. It is has been scaled down into 4 types of gratification.

Information: we want to find out about society and the world.

Personal Identity: we watch television to look for someone to model our behaviour on.

Social Interaction: to find out more about other peoples circumstances e.g. empathise

Entertainment: we use media for enjoyment, relaxation and to fill time.

However it ignores the fact we do not always have complete choice as someone else may have chosen the programme we are watching or the posters that we are objected to as we go about our daily business.

Reception Analysis

This insinuates that the audience themselves create the meaning of the media text they are looking at therefore even though people are watching the same programme they still have the opportunity to find a different meaning in it. Factors that may influence the meaning we create are gender, our place in society and the context of the time we are living in. David Morely stated that there are three different groups based on the readings of peoples texts.

Preferred: the meaning media producers hope people will take from the text

Oppositional: people receiving their own alternative meaning

Negotiated: people acknowledging the preferred reading but modifying it to suit their own opinion.