The document summarizes several audience theories: 1) The hypodermic model suggests audiences passively absorb media messages without criticism, like a hypodermic needle. The 1938 "War of the Worlds" radio broadcast caused widespread panic, supporting this theory. 2) Cultivation theory argues heavy TV viewing shapes viewers' beliefs that the real world resembles TV depictions, like the perception that crime is increasing. 3) Desensitization theory claims repeated exposure to on-screen violence reduces sensitivity to real violence, shown through studies on video game players and the 1999 Columbine shooting. 4) Mimetic behavior theory proposes audiences may copy behaviors seen in media, discussed in relation to criminal acts and children mimicking TV

1. AUDIENCE
Aneeka Ishaq

2. HYPODERMIC MODEL: EFFECTS DEBATE
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Its is an audience theory that suggests audiences are
passive.
The effects debate work upon the promise that the
audience critically absorb the media messages and act
upon them.
The hypodermic theory suggests that messages from a
media text will be absorbed uncritically into the minds of
the viewer.
For example if the viewers saw an advert on TV for a
political party telling the audiences to vote for them and
the audience would then vote as they said.
If an advert for mascara cam on TV saying that it makes
your lashes extra longer people would by that
Children and need also uses this. They show clips and
pictures of children in poor conditions so the people
watching will pick up the phone and vote for them.

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On October 30th 1938, the radio version of H.G. Wells "War of the
Worlds” was broadcasted. On the day before Halloween, radio
programmes was interrupted with a "news bulletin”. The audience heard
was that Martians had begun an invasion of Earth in a place called
Grovers Mill, New Jersey. It was known as the "Panic Broadcast" and
changed broadcast history and social psychology. 12 million people in
the United States heard the broadcast and about 1 million actually
believed that an alien invasion was taking place. A wave of hysteria
disrupted households, religious services, caused traffic jams and blocked
communication systems. People fled their homes to find shelter in more
rural areas, raided supermarkets. The nation was in chaos, and because
of the broadcast. Media theorists have classified the "War of the Worlds"
broadcast as the archetypal example of the hypodermic syringe model.
The message was injected into the "bloodstream" of the public,
attempting to create a uniform thinking. The effects of the broadcast
suggested that the media could manipulate a passive and gullible public,
leading theorists to believe this was one of the primary ways media
authors shaped audience perception.

4. CULTIVATION THEORY
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This theory explores the way in which heavy TV viewers may
develop certain idea about the world, which may be false.
This theory argues that TV has long term effects which are
small and gradual but also specific.
For example during watching things like crime watch, CSI,
and Law and Order may feed the perception that crime is
increasing and society is becoming a more dangerous place.
According Daniel Chandlerto Cultivation theory (sometimes
referred to as the cultivation hypothesis or cultivation analysis)
was an approach developed by Professor George Gerbner,
dean of the Annenberg School of Communications at the
University of Pennsylvania. He began the 'Cultural Indicators'
research project in the mid-1960s, to study whether and how
watching television may influence viewers' ideas of what the
everyday world is like. Cultivation research is in the 'effects'
tradition. (18th September 1995.)

5. DESENSITIZATION THEORY
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This suggests that audiences that are exposed to high levels of on-screen violence
become more “Desensitized” or less sensitive to real life violence.
For example the more exposed we are to violence the less shocking it becomes. If
you play Call of Duty all the time shooting people is not a big shock to you.
Desensitization is good example of classic conditioning. The first time a person
views a violent act in the media they may react strongly, like they would if the
violence was occurring in real life. Consuming a heavy diet of violent media makes
people less provoked and shocked by blood, guts and gore.
The young boys are using very real looking guns with a smile. They are
desensitized to the actual horrible things that guns can do.
The Columbine High School Massacre 1999 - Two students embarked on a
massacre, killing 12 students and 1 teacher. They also injured 21 other students
directly, and three people were injured while attempting to escape. They then
committed suicide. It is the fourth-deadliest school massacre in United States
history. Provoked a debate about gun violence involving youths. Discussion also
centered on the nature of high school subcultures and bullying, as well as the role
of violent movies and video games in American society. The shooting resulted in
moral panic aimed at Goth culture, social outcasts, the gun culture amongst
teenagers, violent films and music, teenage internet use, and violent video games.

6. MIMETIC BEHAVIOR THEORY
This suggests that audience will copy or re-act
behavior they will see on screen
 It is often discussed in relation to criminal behavior,
such as murder and is frequently liked to films .
 Also is discussed in relation to Peppa pig or Power
Rangers and children will try and be as strong as a
power ranger.
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7. USES AND GRATIFICATION THEORY
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Blumer and Kats in 1947 suggested that media audiences use TV to fulfill a
number of different needs – an active audience.
Personal Identity – Relating to a character a situation.
Personal relationships – Using the text as a social interaction.
Diversion – escaping from the real world
Surveillance – Using the text to gain information.
For example How I met your Mother. Young men can relate to characters like
Barney who are looking for love and just want to have some fun. Teenagers and
young adults can talk about it to their friends as it is aimed at 16 to 25 year olds.
Especially parents can escape from the domestic environment to almost the single
life.
The Kings Speech people can talk about it as it is a new film at the cinema. They
can also escape to the cinema for a bit of fun with their friends. They also learn
new things about the history of England.
Outnumbered a comedy on BBC is an example as well. Parents can relate to the
situation of having children. The children can also relate to the programme as they
question everything and are mischievous. The parents can perhaps talk about with
other parents about all the different situations they get in with their children. A
single person can escape to the family life. Parents can learn about what to do in
certain situations with their children.