This document discusses several audience theories that may be relevant to understanding how audiences interact with and are influenced by media. It outlines the hypodermic needle theory, which suggests media can directly influence viewers' behaviors by "injecting" them with information. It also covers uses and gratifications theory, which proposes that audiences use media to fulfill needs like information, identity, surveillance, and escapism. Finally, it discusses identification and sensitization theories, including how audiences can relate to similar situations and become desensitized to disturbing content with repeated exposure. The document evaluates how these theories could impact the creation and reception of a short opening media sequence but notes limitations in assuming direct or extreme influence over audiences.

1. Audience theories
By Alex Senior

2. Hypodermic needle
The hypodermic needle theory is a very basic theory of the effect (s) the media can have on
society, the theory states that the media influences the public’s actions based on what it
shows them. Therefore the idea of injecting them with information, for example if a
teenager watched a film or television program about sport they may want to participate in
sport. The London 2012 Olympics is a great example of this, many teenagers began to
participate in some form of sport after the conclusion of the games; as a result of being
inspired. The theory originates from Germany, experts discovered that the third Reich used
propaganda to influence the public and their actions.
Some theorists have taken this theory to extreme levels, claiming that media items which
include horrific, graphic violence make the public commit violent acts. For example during
the investigation of the James Bulger case investigators discovered that the two children
responsible for the murder of James Bulger had watched extremely violent films prior to
the murder. This lead some people to believe that this made the two offender commit the
horrific crimes. This theory won’t have a huge impact on my short opening sequence
because the audience are able to differentiate right from wrong. For example if I decide to
include a scene which includes graphic violence the audience won’t replicate any of the
scenes which they have viewed in my short opening sequence. When I enter the planning
stage of this process this theory won’t influence any of decision about what content to
include. In my opinion this theory is correct on a basic level, if a member views something
positively inspiring they are likely to utilize it. However, most humans have a clear sense of
right and wrong which stops them from committing horrific crimes.

3. Uses and gratifications
The uses and gratifications theory is basically the theory that the public view
media items (films, television programs) to fulfil select objectives. These
objectives are:
•Information-the viewer may crave a certain piece of information, this may be
the reason they decided to what the television program or film.
•Personal identity-the viewer may try to discover their individual identity through
the program/film they are watching. This is something which a huge portion of
society has experienced.
• Surveillance-the audience member may be watching the media item to
specifically monitor someone, a favourite character or something which they
have developed an emotional attachment to.
•Escapism-the viewer may be watching the media item to escape from
reality, something in the real world could be harming them. Which has lead them
to escape from the situation for a short period of time.
This theory is something which I will apply to my short opening
sequence, members of the audience may be watching the opening sequence to
fulfil some of these objectives. This theory wont influence my decision but it is
something that I will take into consideration. I think that this theory is incredibly
accurate and insightful, nearly every single audience member will be empathise
with these objectives on a personal level.

4. Identification and sensitisation
Identification-identification is the concept that members of the audience will be
able to relate to certain situations through emotional responses which have
emerged due to viewing situations which are similar to their own. This concept is
something which members of the audience who watch my short opening sequence
may experience. If they have ever experienced anything similar to what I am
going to include in my short opening sequence they be able to ‘identify’ with the
situation.
Sensitisation-this is the concept that eventually the audience while begin to react
normally to things which have previously disturbed them. An example of this is
when the audience watch a grotesquely violent film, at first the audience will
react in a shocked-like manner. However if they are constantly exposed to the
film they will eventually accept the previously horrific scenes as normal. This
concept is something which I think wont affect my short opening
sequence, society already views violent films as a conventional aspect of
everyday life, therefore the content included in my short opening sequence is
unlikely to affect them. Especially due to the fact that the ‘thriller’ genre is
already well established and popular. I believe that these concepts do have an
element of truth to them but they aren’t completely factual, they are certain
factors which can influence the way they affect the audience.

5. Bibliography
•Media studies key concepts-audience booklet (used for
research only).