The document discusses theories of media audiences from passive to active models. It begins by covering Abraham Maslow's Hierarchy of Needs model. It then discusses early passive audience theories like the Hypodermic Needle Theory which viewed audiences as powerless. Later sections explore more active models including Cultivation Theory, Two Step Flow Theory, Uses and Gratification Theory, and Reception Analysis which see audiences as interacting with media based on their own contexts. The document concludes by discussing interactive audiences and prosumers in new media environments.

1. Media Audiences
BY Lucy Spalding

2. HIERARCHY OF NEEDS
Abraham Maslow is an American physiologist who was best known for creating The
Hierarchy of Needs. Needs lower down in the hierarchy must be satisfied before
individuals can attend to need higher up. The are represented in a five layer period:
- Physiological needs – The biological requirements for human survival, for example
Food, shelter, clothing, warmth and sleep.
- Safety needs – Safety needs refers to the protection of different elements. For
example freedom of fear, law and order or stability.
- love and belonging – The third level of human needs is social, involving emotions of
feelings and belonging. This is the need for interpersonal connections and
relationships
- Self esteem needs – Esteem needs are classified into two categories. For example
independence, achievement and dignity are all examples of ones own self esteem.
However Maslow indicated the need for a good reputation and respect from others
as the most important.
- Self-actualization – The realization of personal potential, often through personal
growth and experiences gained.

3. PASSIVE AUDIENCES & HYPODERMIC NEEDLE THEORY
Hypodermic needle theory originated with Harold Laswell in the 1920s, his theory
implies mass media injects a passive audience with thoughts and beliefs. Passive
audiences are seen to be powerless over dangerous media propaganda.
This model projects the media as a powerful medium. It suggests that a media text can
inject ideas, values and attitudes an audience who might then act upon them. This
theory suggests powerless towards resisting the impact of the message which, in some
cases, could be dangerous.
An example of the hypodermic needle theory is shown through Red bull. Red bull are
known for their sponsorships for a range of dangerous activities e.g. cliff jumping.
Through promoting these brands they ’inject’ passive audiences that they can do the
same
The aspiration model is aimed at people who want to attain the higher social position or
standard of living to the model shown. It used to convince the audience that through
buying the product advertised they are able to gain the characteristics shown with them.

4. PASSIVE AUDIENCES
In this model, the media is seen as a powerful source able to inject an
audience with ideas. Passive audiences are seen to be powerless over
dangerous media propaganda. This is known as the passive audience
model
The members of the audience are seen as inactive figures consuming
media texts, especially commercial television programmes. The passive
audiences are said to not require the active use of their brains, but
instead accept the beliefs and messages in any kind of media text
received.

5. CULTIVATION THEORY
As well as the hypodermic needle theory, this theory also
treats the audience as passive, and . The cultivation theory
suggests that repeated exposure to the same message, such
as an advertisement, will have an effect on the audience’s
attitudes and values.
For example, long-term exposure to violent media text
resultantly causes the audience to be less shocked
by violence. Therefore making the audience more likely to
behave violently.
However the theory has been criticised as there is no
evidence to support the idea of audiences behaving less
shocked to real killings and violence.

6. TWO STEP FLOW THEORY
The two step flow theory suggests messages from the media move in two
distinct ways:
1st – The information does not flow directly from the text into the minds
of its audience (opinion leaders), but is filtered through the opinion
leaders, who then pass it on to a more passive audience. These individuals
receive messages from media text, passing on their own interpretations of
the content.
2nd- They are not being influenced by a direct process, but by a two-step
flow. This theory reduces the power of media appearance. The audience
then convey the information received directly from the media, with the
thoughts and ideas expressed by the opinion leaders.

7. ACTIVE AUDIENCES
This theory argues that media audiences do not just
receive information passively but instead interact with
the information, using media texts for their own
purposes. In making sense of the message, the theory
proposes that audiences use their own personal and
social context.
This is the active audience model, and is now generally
considered to be a better and more realistic way to talk
about audiences.

8. USES AND GRATIFICATION MODEL
The gratifications model suggests that media audiences make
active decisions about what they consume in relation to their
social and cultural setting, as well as their personal needs.
This model branches off from the idea that audiences select
media texts that best suited to their needs, often in relation
to themselves. This correlates back to Maslow's Hierarchy of
Needs.
This suggest that audiences choose to watch programmes
that make them feel good, or ones which supply them with
information that can be manipulated into their own life.
Maslow's Hierarchy of Needs:

9. RECEPTION ANALYSIS
Reception analysis is an active audience theory, undermining how audiences
interact with media text in relation to their own lives. This theory was put
forward by Professor Stuart Hall in 1974, with additional research later added
by David Morley and Charlotte Brunsden. The theory advocates the idea of
social and daily experiences affecting how audience members read media text,
resulting how they may react to it.
Hall suggests that media can be interpreted within three different ways:
- First is Dominant or preferred. This way consists of audience members fully
accepting the intended meaning when created.
- Another form of reception is the negotiated reading. The audience generally
accept the preferred meaning, however also changing the meaning in
accordance to their own experiences.
- The Oppositional Reading involves the audience understanding the preferred
meaning, but rejects this intended meaning as they don’t agree with it.

10. INTERACTIVE AUDIENCES
Interactive audiences refers to the way the media and
audiences influence one another. A prosumer is term
used to describe a person who consumes as well as
produces media, applying to those who absorb and
create media. Distribution systems such as You
tube, Instagram and blogs offer the possibility to
contribute media, generating their own audiences.