The document discusses several theories about how media influences audiences: 1) The hypodermic model suggests that media "injects" messages into audiences to provoke a desired reaction without their awareness, similar to how horror movies frighten viewers. 2) The copycat/modelling theory is that publicized media events can inspire similar copycat behaviors in real life, like how two boys murdered a toddler after watching a violent movie. 3) Cultivation theory proposes that heavy TV viewing shapes peoples' perceptions to align more with the world portrayed on television.

1. AUDIENCE
THEORIES

2. HYPODERMIC MODEL
▸ The media influences the audience by
‘Shooting’ or ‘injecting the audience with
message that give the desired reaction for
example Horror movies sometimes use
historical objects and supernatural
activities to make sure the audience get
frightened. The audience are taking in all
the information without realising that it
they are somewhat being brainwashed by
what they are intaking
COPYCAT/MODELLING
▸ Something that is publicised in the media
and gains attention resulting in others
wanting the same attention. The audience
desires the same attention and therefore
copy what they see. For example a real life
example of this is the James Bulger murder,
his eleven year old killers used the same
horrific actions as seen in the film ‘Child’s
play 3’ it can be said that the child killers
copied the action in the movie.
AUDIENCE THEORIES

3. CULTIVATION
▸ Studies undergone to see
whether Tv viewing has a long-
term effects that gradually affect
the audience. People that spend
a lot of time watching tv start to
live in the TV world and start
believe their lives are a TV
reality.
USES/GRATIFICATIONS
▸ The audience are responsible for
choosing the media that meets their
needs. The audience uses pre-
existing media to fulfil their needs.
AUDIENCE THEORIES

4. DESENSITISATION
▸ Reactions grow weaker according to
exposure to violence,death and sex.
A decrease in fear and sensibility to
extremely aggressive behaviour and
taboo subjects. Possible introduction
to everyday life. For example knife
crime is no longer an as sensitive
subject in south London as it was
years ago.
RECEPTION THEORY
▸ The media has no inherent meaning
and therefore the audience takes
into account all factors to create a
meaning/interpretation.
AUDIENCE THEORIES