‘Without an audience there isn't much point in producing a
text, so we can start this thorny topic by saying that the audience is crucial.
If the text appeals to the audience then it is a successful text. If the audience doesn't respond, then the text has failed. Nobody makes any money and actors
and media people are all thrown out into the snow to starve with their entire
families. So here are some of the media audience theories
The hypodermic needle model
The intended message is directly received and wholly
accepted by the receiver.
Two-step flow
The people with most access to media, and highest media
literacy explain and diffuse the content to others. This is a modern version of
the hypodermic needle model.
Uses and gratifications
People are not helpless victims of mass media, but use the
media to get specific gratifications.
Reception theory
The meaning of a "text" is not inherent within the
text itself, but the audience must elicit meaning based on their individual
cultural background and life experiences
Obstinate audience theory
This theory assumes that there is a transactional
communication between the audience and the media. The audience actively selects
what messages to pay attention to. The Zimmerman-Bauer study found that the
audience also participates in the communication by influencing the message.
Cultivation Theory
Persistent long term exposure to
TV content has small but measurable effects on the perceptual worlds of
audience members.
Heavy TV viewing creates an
exaggerated belief in a “mean and scary world.” (Gerbner)
TV has surpassed religion as the
key storyteller of our (western) culture.
Audience theory is a conglomeration of theories that explain the media landscape through the eyes brains and gullibility of their audience.
en.wikipedia.org/wiki/Audience_theory
www.mediaknowall.com/as_alevel/.../alevelkeycon.php?...audience
www.slideshare.net/simsimma/audience-theories-7445753
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