This document discusses different theories of media audiences: 1) It begins by stating that all media targets a specific audience and that everyone is part of an audience. Producers use signs and signifiers to establish a target audience. 2) There are different types of audiences: mass, niche, individual, active, and passive. Active audiences interpret media themselves while passive audiences may be more susceptible to manipulation. 3) Several audience theories are described: hypodermic needle effect theorizes direct media effects; cultivation theory suggests repeated messages shape beliefs; two-step flow recognizes opinion leaders; and uses and gratification posits that audiences use media to fulfill needs.