Audience Related Theories

Hypodermic Syringe Model
The Hypodermic Syringe Model is the theory behind the effect of the media on an audience. This term refers to the interaction between the medium, and the audience’s beliefs. This leads to the idea that the media acts as a syringe that injects information into the viewer, therefore influencing their views and behaviour. However, Greg Philo, a challenger of this theory suggests that it depends on the type of person, to whether they will be affected or not. An example of the ‘Hypodermic Syringe Model’ is the case of Jamie Bulger, where two teenagers had been discussing violent films, before they went out looking to kill a toddler. The film that the teens watched had said to changed their behaviour, forcing them to want to try out what they had seen on screen.

Cultivation Theory
Professor George Gerbner developed the Cultivation theory from the Hypodermic Syringe model, he used the idea of information injected into the audience but began further experiments. This time it looks at the long-term affects of television viewing, it shows that although one viewing may not have a big effect, viewing constantly over time has a greater effect on people’s behaviour, making them desensitised (distanced from ones emotions). Therefore, the shock factor has lessened, for example more violent television, makes violence seem more acceptable (normal) in society. On the other hand, many may become more sensitised (more attached to emotion), this is where the viewers are shocked by the violence, therefore becoming more aware and emotional.

Gratification Theory
The gratification theory emphasizes that as an audience we have the power to choose what we watch, for example when one watches the television, they do not watch it for no particular reason, they expect to gain something from it, (Gratification). Researches narrow the types of gratifications into four main categories, which are:

Information- (New and Documentaries) Programmes that satisfy our curiosity, to find out about society.

Personal Identity- (Soaps) Programmes that involve characters that people can look to, in order to look for models for our behaviour.

Social Interaction- Programmes that allow the viewers to learn more about other people and their lives, this helps viewers empathise with the characters

Entertainment- Programmes that are watched simply for amusement and relaxation.

Reception Theory
This theory is based on the idea that the audience create their own image of media texts, meaning that although a number of people watch teh same programme, individuals interpret it in their own way. This can be influenced by factors such as gender, class and era. David Morley classes the varied readings of people in three groups, which are:

Preferred- The way in which producers aim for their audience to interpret their text.

Oppositional- Alternative interpretations of the text.

Negotiated- People understanding how they are expected to read the text, but still adjusting it to benefit them.