This is a PowerPoint about Media Studies audience theory. It involves theories such as: The Effects Model, The Uses and Gratification Theory, Reception Theory, Safety Valve Effect, The Effects Debate and The Law of Diminishing Returns.

1. AUDIENCE THEORY

2. THE EFFECTS MODEL
 The consumption of media texts has an effect or influence upon the
audience. Normally it is considered the effect is negative. A lot of the
time the power lies with the message from the text. ‘The Effects Model’
is also known as the ‘Hypodermic Model’. The messages are injected
into the audience by powerful ‘syringe like’ media. Due to this the
audience can’t resist and the audience is doped by it. A lot of media
corporations, politicians and extreme religious organisations use this
theory to help gather peoples attention and get them to believe
everything they say.

3. THE USES AND GRATIFICATION MODELS
 This theory is the complete opposite to the Effects Model, the audience
is active and the audience uses the text and is not ‘used’ by it. They use
the text for their own pleasure and gratification. In this situation the
power lies with the audience rather than the producers.
 As the audience hasn’t been dictated by the text they are free to play,
reject or use the media. The audience can use the text for other devices
such as: Escapism, pleasure and information. The consumption of this
media can help with issues such as relaxation, emotional satisfaction
and can help with issues of aggression and violence.

4. RECEPTION THEORY
 Due to problems The Effects Model and Gratification Theory have, Stuart
Hall the academic at Birmingham University came up with a new theory in
the 1970’s. The theory considers how producers created with meaning by
the producers and understood by the voyeurs.
 The theory suggests that the producer creates a story with a message or
meaning and which they want to convey to the audience. In some cases the
audience will decode the message and meaning straight away, in other
circumstances the message or meaning can be harder to decode, or they
may even fail in understanding the message/meaning.
 Stuart Hall identified three different types of audience de-coding: Preferred,
negotiated and oppositional.

5. SAFETY VALVE EFFECT
 The Safety Valve Effect is the glamorization of the world which the
media provides for us, the voyeurs. It allows us to live almost a fantasy
and escape reality and their mundane lives. It allows people to take out
their anxieties and frustrations through media.

6. THE EFFECTS DEBATE
 The Effects Debate involves producers having to think carefully about
identifying their target audience and finding a text that will engage and
interest them. However, because the media is such a major influence
and part of peoples lives that one of the major debates in media is that
the effect that the media may possibly have on its audience.

7. THE LAW OF DIMINISHING RETURNS
 This is the theory of a media audiences reactions growing weaker after
a lot of exposure to violence, sex and death in films. It is the decrease in
fear towards taboo subjects and extremely aggressive behaviour. Their
threshold becomes higher and it takes more extreme measures to
effect them. Film violence has increased over the years, people believe
this is due to social issues.