The document discusses three main theories of media effects: 1) The Hypodermic Needle model views audiences as passive and suggests media has predictable, direct effects on them. 2) The Two-Step Flow model proposes opinion leaders actively influence passive audiences. 3) Uses and Gratifications theory sees audiences as active in choosing media to fulfill wants like escapism or information.

1. Theories of
Audience Reception

2. Media Effects
There are different ideas about the effects
media products have upon audiences. Three of
the main ideas are
● Hypodermic Needle model
● Two-Step Flow model
● Uses and Gratifications model
These different theories also take different
views of how Active or Passive the audience are.

3. Hypodermic Needle model
AKA The Magic Bullet theory. Hypodermic needs
precisely deliver their content – it is injected and has
its intended effect.
● The Hypdermic Needle theory of media effects says
that the message of media texts is 'injected' into the
audience and they react to it – it has a predictable
effect like a drug – it brainwashes audiences.
● This theory treats the audience as being Passive –
consuming texts and the messages they contain and
reacting to them almost automatically

4. The Two-Step Flow model
AKA Opinion Leaders. This idea says that there are
people in society who have particular understanding of
media products and who lead public opinion.
● The Two-Step Flow model suggests that opinion
leaders (such as critics or TV presenters) form
opinions that the rest of the audience then follow
● This theory suggests that for the first step, Opinion
Leaders take an Active role as audiences, making their
own decisions, and that the rest of the audience are
Passive, taking in what opinion leaders have said.

5. The Uses and Gratifications model
This theory gives more credit to audiences, suggesting
that they make choices about media texts guided by
what they want from them
● This theory suggests that we make choices on what
media texts we want to consume and what we want to
get out of them – from escapism to information, and
from personal identity reinforcement to voyeurism.
● Uses and Gratifications theory suggests that audiences
are Active – that they make their own choices and
enjoy media texts for what they can get out of them.

6. The Descent
It will come as no surprise to know that I would
like you to consider 'The Descent' in light of
these three ideas.
● For each theory, explain how this theory
suggests audiences might be affected by
watching The Descent
● Focus on one particular scene, the same scene
in each case to make your work specific and
detailed.