This document discusses several media audience theories: the Hypodermic Syringe Model which argues media content directly influences viewers without their awareness; Cultivation Theory which claims frequent TV watching shapes one's view of reality; and Desensitization Theory which proposes that repeated exposure to media violence can desensitize viewers. It also covers the Copycat Model about media influencing consumerism; Two Step Flow Theory about influencers shaping others' actions; and Uses and Gratifications Theory about audiences actively seeking media to fulfill needs like diversion or relationships.

1. AUDIENCE THEORIES
How to understand audience

2. MEDIA AUDIENCE
THEORIES
 The Hypodermic syringe model
 Cultivation theory
 Desensitisation theory
 Copycat model
 Uses and Gratifications theory

3. THE HYPODERMIC
SYRINGE MODEL
 Passed into the audience sub-consciousness without being aware
 That whatever people are exposed to, through the media, they are
more likely to blindly follow the actions
 There’s a direct correlation between the violence and anti-social
behaviour; within the media.
 The model suggests that the youth are vulnerable to the media
content because they are still in early stages of socialisation and
therefore impressionable.

4. CULTIVATION THEORY
 Gerbener- people who watch TV frequently are more likely to be
influenced by the messages from the TV.
 The theory argues that the media present an image of the world
that doesn’t reflect reality.
 Such as soap operas and newspapers (metro and the Sun)

5. DESENSITISATION
 Newson argues that sadistic images in films, are too easily available
and that films encouraged viewers to identify with violent
perpetrators.
 They continuously witness violence and this creates the
desensitisation effects.

6. COPYCAT MODEL
 The influence of consumerism an the media which make the
audience feel that they should copy actions.
 This includes celebrity endorsements.

7. TWO STEP FLOW THEORY
 Influencing people
 Informer or decision maker such as a celebrity
 Social media and digital media
 People are influenced by the decision makers comment so they act upon it
 Then friends follow- peer pressure influence
 In video games- “two step flow” includes communication between producers and
audience. The dedicated gamers such as famous youtubers get the game copy early and
they review the game (input). The audience who follow the youtubers are influenced by
their comments on the latest games which helps boost sales (marketing technique).
 Looks at approaching audiences

8. USES AND GRATIFICATION
THEORIES
 The theory suggests that the media audience play an active role in interpretation
and integrating media into their own lives. The theory approaches why people
actively seek out specific media forms to fulfil their needs.
1. Diversion- escape from everyday issues
2. Personal relationships- media substitution, instead of companionship
3. Personal identity- self understanding
4. Surveillance- using media to find out what is around us
 Shows like the Simpsons