This document discusses three models of how audiences interact with media texts: 1. The Effects Model (also called the Hypodermic Model) postulates that audiences passively receive media messages and are influenced by them without resistance. 2. The Uses and Gratifications Model positions audiences as active users of media texts to fulfill their own needs and gratifications, rather than being used by the media. 3. Reception Theory considers how media texts are encoded with intended meanings by producers and how audiences make sense of and interpret those meanings, which may include accepting, rejecting, or negotiating the intended message.

3. The Effects Model This effect is
usually
considered as
NEGATIVE
The consumption
of
media texts has
an effect .or
influence upon
the audience
.Audiences are
passive and
powerless to
prevent the
influence
The power lies with the message of

4. The Effects Model Is Also Called The
Hypodermic Model
The media works like a drug and the audience is
drugged, addicted, doped or duped.

6. The Uses and Gratifications Model
.The
audience uses
the text and
isn’t used by it
The opposite of
the Effects Model The audience is
active
The audience uses the text for its own
gratification or pleasure

8. Reception Theory
The audience will
then
...correctly decode
the message or
meaning and
…understand what
the producer was
trying to say
This considers
how
texts were
encoded
with meaning
by producers
and then
understood.by
audiences
When a
producer
constructs a text
it’s encoded with
a meaning or
message that the
producer wants to
convey to the
audienceHowever, in some instances the
audience will wither reject or fail to

9. Are 3 Types of Audience Readings of th

10. For example, a shocking scene in our thriller could be when the
woman is shot. This would shock the audience and create
questions that they want answering.
The fact that the woman knows that she is going to die will
consequent in more questions from the audience as there is no
explanation at the beginning as to why this is happening.
The Effects/Hypodermic
Model in our thriller:

11. The audience will use our thriller for entertainment, however
different types of audiences might not view the content in the
same way.
For example, a younger audience might not like thrillers and
therefore not enjoy the thriller as a source of entertainment.
The Uses and
Gratifications Model in
our thriller:

12. The Reception
Theory in our
thriller:

13. In our thriller the audience could be DOMINANT and feel
tense and curious about the opening of our thriller, which
are the emotions we want the audience to feel.
But, the audience could be OPPOSITIONAL and not agree
with the fact that the woman in the thriller is aware that
she is about to die and accepts that she is going to die.
Due to the special effects we have available we may not
be able to make the gun look realistic, therefore the
audience will accept that the thriller is trying to build
suspense and create questions, but they won’t believe it
due to the bad effects and possibly not realistic acting-
NEGOTIATED