This is a brief powerpoint about the various audience theories in the media.

1. Audience Theory
By: Michelle and Nia

2. What is the Reception Theory?
The Reception Theory is when you and someone else can watch the same media
and you both can understand it in a totally different ways, based on your
upbringings, experiences, education, religion and sexuality. There are 3 different
readings audiences can have. These are:
Dominant/Preferred reading-this is how the producer wants the audience to view
their media.
Oppositional reading-this is when the audience rejects the preferred reading, and
takes their own view of the media.
Negotiated reading-this is when the audience considers the producers views of
the media but also takes their own perspective of the media.

3. What is the Uses and Gratifications Model?
This is when you select information and media based off your wants and needs-
socially, entertainment, information and the need to understand the world. You
seek things that reinforces what you already think. You avoid and discount things
that challenge your thoughts.

4. What is the Two Step Flow Model?
This is knowledge and information from the media that is interpreted by an
influential person (friend, parent, teacher, newsreader, editor and politician) who
tells you want they think.

5. What is the Hypodermic Needle Model?
This is knowledge and information from the media that goes straight into your
brain, which changes the way you think.