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Audience Theory
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- 2. Hierarchy of Needs AbrahamMaslow is most well known for the Hierarchy of needs triangle. Needs lower down the triangle must be fulfilled before individuals can attend to those higher up.These are represented in a five layer triangle: - Physiological needs – the requirements humans have to survive, for example: food, water, shelter clothing and warmth. - Safety needs – refers to the protection of different elements, for example freedom of fear or law and order. - Belongingness (Social needs) – where you are able to reconnect and gain relationships, whether it is in the context of friends, acquaintances or lovers. - Self esteem – where you are able to share your personal experiences and achievements that will help to boost your confidence and gain respect from others. - Self actualisation – where you are allowed to share your knowledge, interests and/or inner thoughts and creativity.
- 3. Passive and theHypodermic Needle Theory The hypodermic needle theory originated with Harold Laswell in the 1920s, his theory implies that mass media injects a passive audience with thoughts and beliefs.They are also viewed as powerless and dangerous media propaganda. This model projects media as a powerful tool to influence people’s daily lives and their decisions.An example of the hypodermic needle theory is Red Bull.They are known for their sponsorships for a range of different and dangerous activities e.g. cliff diving and motor racing.Through promoting this brand, they are injecting the idea that these athletes use Red Bull and will persuade many to buy the product.
- 4. CultivationTheory The cultivation theorytreats the audience as passive and the theory suggests that with repeated exposure to a certain type of material, such as an advertisement it will have an effect on the audiences attitudes and behaviours. For example, long term exposure to violent media texts could cause the to become progressively less shocked by the violent material.This could therefore lead the audience to act more violently. Use of this theory can be seen in the release of a Clock Work Orange and Batman: Arkham Night. However, the theory has been criticised as there is no evidence to suggest that audiences act more violent and being less shocked by killings.
- 5. Two Step FlowTheory Thetwo step flow theory suggests that messages the media portray flow in two distinct ways : 1) The information doesn’t flow directly to the minds of the audience from the text, but it is filtered through opinion leaders who then pass it on to a more passive audience. These individuals receive messages from media text passing on their own interpretations audience members will then pass off as their own and adopt their ideas. 2) They are not being influenced by a direct process but by a two step flow.This theory reduces the power of media appearance,The audience then convey their information received directly from the media text and the thoughts expressed by the opinion leaders.
- 6. Active Audiences This theorysuggests that the media audiences do not just receive the information passively but instead interact with the material using media texts for their own purposes. In making sense of the media text’s message, the audience member will use their own social and personal context. This theory is now generally considered as the more realistic and appropriate way to describe how an audience use media texts
- 7. Blumler and Katz– Uses and Gratifications The uses and gratifications theory suggests that audiences use media to gratify needs. They make an active decision about what they consume in relation to their social and cultural standing, as well as to cater to their personal needs. This model branches off from the idea of audiences selecting media texts to be best suited to their needs, often in relation to themselves.This directly correlates to Maslows hierarchy of needs.This suggests that audiences choose to watch programmes which make them feel good or ones that supply them with information that can be manipulated into their own life.
- 8. ReceptionTheory Reception theory isan active audience theory which undermines how audiences interact with media text in relation to their own lives.This theory was initially proposed by professor Stuart Hall in 1974, with additional research later added by David Morely and Charles Brunsden.The theory advocates for the idea of social and daily experiences affecting how audience members read media text resulting in how they might react to it. Hall suggests that media can be interpreted by three different methods: - Dominant or preferred.This way consists of audience members fully accepting the intended meaning. - Another form is negotiated reading. Generally the preferred meaning is accepted but also changing the meaning in accordance to their own experiences. - The Oppositional Reading involves the audience understanding what the preferred meaning is but rejects the intended meaning as they don’t agree with it.
- 9. InteractiveAudiences This theory refersto the way the media and audiences influence one another.A prosumer is a term used to describe a person who both consumes and produces media, applying to those who absorb media. Social media and digital sharing platforms such asYouTube, Instagram and Facebook allow their users to create their own media and contribute to the platform and as a result may generate their own audiences.