this is about way in which the media and audience influence each other

1. Audience Profiling
Ibrahim Ibrahim

2. The effect model
• This theory was discovered back in the 1920’s by Frankfurt school of social
researchers
• The effect model theory is they in which the media influence the society and
how the society impacts the media. This is typically know to have an negative
effect on its audience.
• For example, some programmes use fear and panic on their audience lead them
to fear things which aren’t dangerous. Such as a news source exaggerating the
bank rates and making assumption that there is going to be another recession.
This bad because it leads to the panic of the general public since they would
believe everything they are told as the news has a huge influence on viewers.
Another example would be copycat murders since people get influence by
violence from the media and copy them. This has a negative effect on media as
it is being blamed for these murders since viewers can get be influence by their
favourite media sources.

3. Hypodermic needle theory
• This theory talks about how the media is ‘injecting's’ viewers with its own
views. What I mean by this is that the viewers don’t get to choose what to
believe but the media uses its power manipulate its audience by only showing
them what they want them to see. Meaning the audience is vulnerable and
powerless to resist the media as they are effect instantly by the medias
propaganda.
• For example, children watching WWE think that the actors are fighting for real
so they are influence by the show, which could lead to them thinking fighting is
a good thing. This is true because the bobo doll experiment carried out by
Albert Bandura proved that children copy violent behaviour.
• Another example, of this theory would be Hitler's propaganda in world war 2
because he4 used the media to manipulate the viewers, as the media only gave
the audience one source to believe from meaning they didn’t know what the
other side was saying and if what they were doing was for the greater good or
not.

4. Use and gratifications theory
• This theory takes in to account way in which people decide what they want to watch in order to
satisfy their needs. This theory focuses on what the audience could do to the media. This theory
indicates that the audience aren’t passive consumer of the media and that the audience has the
ability to consume what they want and decide what they believe happen. This means this theory
blames the audience for making the media compete for their own desires and needs. Therefore,
the theory is trying to say that the audience should be self-aware enough to know what they
should believe since they have the ability go and research the event themselves.
• There are 4 different way the audience consumes media. The first of the 4 is entertainment
because the audience can use this text to gain pleasure since it gives the audience to experience
escapism. Another way the audience consume media is through social interaction because this
allows the audience to make conversation with friends and family. The audience also consumes
media for personal identity because it let people relate to fictional characters. Finally the media
also the audience to use it for educational purposes and to find out about something that is
current happening in another part of the world.
• An example would be someone new trying to fit into a group by talking to their peers about a
particular TV show or movie to relate to everyone else and make themselves feel good when
communicate with others.

5. Reception theory
• This theory considers ways in which producers encode messages and how those messages
are understood by the audiences. This means when are producers makes a text it usually
has a meaning behind it for the viewers to decode.
• There are 3 ways in which message could be decoded by the audience.
The first is dominant, this is when the audience has decoded the message the way the
producer wanted them to decode it, getting the audience to agree with the producers views.
For example watching a politician and agreeing.
The second is negotiated, in this the audience decides whether to agree with or reject the
text, the audience could decide not to have a view on it or agree with parts of the text.
The third way the audience can decode a message is oppositional, this message is totally
rejected by the audience as the disagree with it completely. for example, disagree with
someone else on TV argument
• this theory indicates that no matter what the text is it cannot be passively accepted by
everyone since the audience takes the message and interprets it according to the
experience and culture.