The document discusses two models of audience theory: the Hypodermic Needle Model and the Two Step Flow Model. The Hypodermic Needle Model suggests that media messages can directly influence audience members like a "magic bullet". The Two Step Flow Model proposes a more sophisticated view where media ideas are filtered through opinion leaders in the community before reaching others, diminishing the power of the direct media message.

1. Audience
Theory
Foundation Production

2. These theories help us to
deconstruct the
relationship between
audience and text

3. The Hypodermic Needle Model
Sometimes referred to as the Silver Bullet
Model (Schram1982), this is the idea that
the mass media are so powerful that they
can 'inject‘ their messages into the
audience.

4. The Hypodermic Needle Model
Sometimes referred to as the Silver Bullet
Model (Schram1982), this is the idea that
the mass media are so powerful that they
can 'inject‘ their messages into the
audience.

5. The Hypodermic Needle Model
Sometimes referred to as the Silver Bullet
Model (Schram1982), this is the idea that
the mass media are so powerful that they
can 'inject‘ their messages into the
audience.

6. The Hypodermic Needle Model

7. The Hypodermic Needle Model

8. The Hypodermic Needle Model
The idea that an audience can be precisely
targeted by a “magic bullet”. Then they
irresistibly fall down when hit by the bullet.

9. The Hypodermic Needle Model
The idea that an audience can be precisely
targeted by a “magic bullet”. Then they
irresistibly fall down when hit by the bullet.
In brief - it is the idea that the makers of
media messages can get us to do whatever
they want us to do.

10. The Two Step Flow Model

11. The Two Step Flow Model
• A more sophisticated idea...

12. The Two Step Flow Model
• A more sophisticated idea...
• Ideas are filtered through opinion leaders

13. The Two Step Flow Model
• A more sophisticated idea...
• Ideas are filtered through opinion leaders

14. The Two Step Flow Model
• A more sophisticated idea...
• Ideas are filtered through opinion leaders
• This waters down the message
diminishing the power of the media

15. The Two Step Flow Model
• A more sophisticated idea...
• Ideas are filtered through opinion leaders
• This waters down the message
diminishing the power of the media