The document discusses three theories of audience behavior: the hypodermic syringe model which views audiences as passive and easily manipulated by media; the uses and gratifications model which sees audiences as active in using media to fulfill needs like escapism, information, social interaction, and identity; and reception theory which proposes that audiences actively decode media messages in different ways based on their own perspectives.

1. Active and Passive audience
theory.
By Aziezatt Salisu

2. The Hypoermic Syringe Mode.
The Passive Audience.
 The hypodermic syringe model was developed
in the year 1930. All of the audience react in
the same way, the audience are manipulated.
The audience thoughts and behaviour are
affected by the media. It shows that the
audience will copy whatever they see on the
television.

3. Uses And Gratifications Mode.
 This theory suggests that media audience make active use of the media in order to fulfil
their needs.
 Blumler and Katz 1974 developed the uses and gratifications model to identify four needs
which are escapism, information, social interaction, personal identification. These four
needs were fulfilled by viewing television
 Escapism/Entertainment is a from of escape from everyday pressure. A source of
entertainment.
 Information/Surveillance is information about what’s in the world.
 Personal identity is comparing own life with characters and situations portrayed and to
explore individual problems and perspectives.
 Social interaction is sociability through discussion about TV with other people.

4. Reception Theory.
 This theory was develop by Stuart Hall.
 Stuart Hall model Is the idea that an active
audience has to decode the meanings within
a text, therefore different audiences will do so in
different ways.