Audience theory
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The document discusses several theories of audience reception of media: 1) The hypodermic syringe model views audiences as passive recipients of ideas directly transmitted through media. 2) The two-step flow model argues audiences are not directly influenced but through opinion leaders. 3) Cultural effects theory claims media influence occurs gradually over time, viewing audiences as absorbing content. 4) The uses and gratifications model sees audiences as active interpreters who use media for various personal reasons like relaxation, rather than passive recipients of messages.
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Inspiration & theory
The cultivation analysis theory states that heavy exposure to media causes individuals to develop an illusory perception of reality based on the most repetitive messages in that medium. This theory applies to television because of its pervasive nature. Someone who watches a lot of television may form a view of reality that does not match actual life. For example, televised violence is shown more frequently than what most people experience day-to-day, so heavy TV viewers may see the world as more dangerous.
Audience theories
The different theories of how media is received by different people and how messages are sent my the creators of the media.
Camera work in thrillers
This document discusses various camera shots that are commonly used in thriller films to build tension and drama. High angle shots make characters seem vulnerable, while close-ups capture emotional reactions. Tracking and panning shots show characters being followed or watched. Tilted angles provide the perspective of someone on the floor. Long shots establish deserted settings, while handheld shots make the audience feel present. Over the shoulder shots build suspense around reflections and foreshadowing events.
1(a) research and planning essay planning
This lesson focuses on developing research and planning skills to answer an exam question. Students are instructed to identify two specific examples of research and planning from AS level and three from A2 level. The examples need to show progress, how the skills helped with production work, and be sufficiently detailed. An exemplar student response is peer assessed, with examiner comments noting a good structure but suggesting more concrete examples, especially for A2 level skills and planning. Finally, students complete an essay plan to explain how their research and planning skills developed and contributed to outcomes, with specific examples.
Week2
This document summarizes several mass communication theories:
1. Mass communication theories have evolved over time due to advances in technology, calls for regulation of new media, and protection of democracy and cultural pluralism.
2. Early limited effects theories argued that media had little impact, but cultural and agenda-setting theories later emerged, arguing media have strong influences on culture and opinions.
3. Current theories like uses and gratifications, dependency, and third-person effect examine how audiences actively engage with media and its social impacts.
A Level Audience Theory
This is a PowerPoint about Media Studies audience theory. It involves theories such as: The Effects Model, The Uses and Gratification Theory, Reception Theory, Safety Valve Effect, The Effects Debate and The Law of Diminishing Returns.
How Audiences Respond to Media Products
The hypodermic needle theory from the early 1920s suggests that mass media can easily influence a large audience without challenge. It views the audience as passive receivers of messages directly injected into their minds by media producers, immediately affecting behavior. It does not account for individual differences in how people analyze and respond to media messages.
Key Concepts
This document discusses key concepts in media studies, including audience, representation, media language, and institution. It provides details on how audiences are researched and categorized. It discusses theories about how audiences interact with media, ranging from passive to active models. It also covers the concepts of representation and feminist theory in media. The document is an in-depth overview of fundamental concepts taught in media studies.
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Inspiration & theory
The cultivation analysis theory states that heavy exposure to media causes individuals to develop an illusory perception of reality based on the most repetitive messages in that medium. This theory applies to television because of its pervasive nature. Someone who watches a lot of television may form a view of reality that does not match actual life. For example, televised violence is shown more frequently than what most people experience day-to-day, so heavy TV viewers may see the world as more dangerous.
Audience theories
The different theories of how media is received by different people and how messages are sent my the creators of the media.
Camera work in thrillers
This document discusses various camera shots that are commonly used in thriller films to build tension and drama. High angle shots make characters seem vulnerable, while close-ups capture emotional reactions. Tracking and panning shots show characters being followed or watched. Tilted angles provide the perspective of someone on the floor. Long shots establish deserted settings, while handheld shots make the audience feel present. Over the shoulder shots build suspense around reflections and foreshadowing events.
1(a) research and planning essay planning
This lesson focuses on developing research and planning skills to answer an exam question. Students are instructed to identify two specific examples of research and planning from AS level and three from A2 level. The examples need to show progress, how the skills helped with production work, and be sufficiently detailed. An exemplar student response is peer assessed, with examiner comments noting a good structure but suggesting more concrete examples, especially for A2 level skills and planning. Finally, students complete an essay plan to explain how their research and planning skills developed and contributed to outcomes, with specific examples.
Week2
This document summarizes several mass communication theories:
1. Mass communication theories have evolved over time due to advances in technology, calls for regulation of new media, and protection of democracy and cultural pluralism.
2. Early limited effects theories argued that media had little impact, but cultural and agenda-setting theories later emerged, arguing media have strong influences on culture and opinions.
3. Current theories like uses and gratifications, dependency, and third-person effect examine how audiences actively engage with media and its social impacts.
A Level Audience Theory
This is a PowerPoint about Media Studies audience theory. It involves theories such as: The Effects Model, The Uses and Gratification Theory, Reception Theory, Safety Valve Effect, The Effects Debate and The Law of Diminishing Returns.
How Audiences Respond to Media Products
The hypodermic needle theory from the early 1920s suggests that mass media can easily influence a large audience without challenge. It views the audience as passive receivers of messages directly injected into their minds by media producers, immediately affecting behavior. It does not account for individual differences in how people analyze and respond to media messages.
Key Concepts
This document discusses key concepts in media studies, including audience, representation, media language, and institution. It provides details on how audiences are researched and categorized. It discusses theories about how audiences interact with media, ranging from passive to active models. It also covers the concepts of representation and feminist theory in media. The document is an in-depth overview of fundamental concepts taught in media studies.
Audience Theories
The hypodermic model or "magic bullet" theory from the 1930s-40s suggested that mass media has a direct and powerful effect on passive audiences. It claimed media could trigger direct responses by "injecting" designed messages. However, this theory may be subjective as some people are more influenced than others.
The cultivation theory from the 1960s proposed that excessive TV viewing over time can alter perceptions of reality by increasing beliefs in social realities portrayed on TV. Heavy viewers (over 4 hours daily) are more likely to shape their concept of reality from TV than light viewers.
The uses and gratification theory examines why audiences consume certain media by looking at psychological needs around surveillance, identity, relationships and escapism that
Media audiences
Abraham Maslow proposed a hierarchy of needs consisting of basic physiological needs at the bottom level, followed by safety needs, love and belonging needs, esteem needs, and self-actualization needs at the top. Once lower level needs are met, people can focus on achieving higher level needs. Early media effects theories viewed audiences as passive, such as the hypodermic needle model which suggested media could directly "inject" ideas into passive audiences. Later theories saw audiences as more active, such as uses and gratifications theory which proposes audiences actively select media to fulfill social and psychological needs.
Media effects debate
This document provides information about several media effects theories that should be researched: Cultivation Theory, Uses & Gratification Theory, Copycat Theory, Desensitization Theory, and Catharsis. It includes definitions and key points about each theory. For Cultivation Theory, it discusses how heavy media exposure can influence viewers' perceptions of reality. For Uses & Gratification Theory, it explains how people use media to fulfill cognitive, affective, personal identity, and other needs. The Copycat Theory suggests audiences may copy violent behaviors they see. Desensitization Theory proposes that repeated violent media exposure can make people less sensitive to violence. And Catharsis Theory argues that viewing violence can purge negative emotions.
Uses & gratifications model of audience
The Uses & Gratifications theory suggests that audiences actively seek out media to fulfill needs, rather than media directly influencing audiences like a hypodermic needle. Audiences interpret media messages subjectively to meet needs like surveillance, personal identity, and diversion. This theory also suggests that individuals can become more dependent on media that efficiently meets many of their needs. It has been criticized for ignoring the socio-cultural context of media and producers' responsibility for media effects. Uses & Gratifications is more applicable to zombie horror genres since audiences consume it subjectively for its content rather than message.
Audience Research Areas
Audience Research Areas into The media effects debate (hegemony vs. pluralism), The hypodermic syringe theory and passive audience theory, and Active audience theory and postmodernism/pluralism.
Created by Megan McLatchie
Audience Research Areas
This document discusses different theories around media effects and audience reception of media messages. It describes the hypodermic needle theory which views audiences as passive receivers of media messages, and the passive audience theory which also sees audiences as directly influenced by media content. The document then introduces the active audience theory and postmodernist/pluralist perspectives. These see audiences as active participants who bring their own experiences and interpretations to media texts rather than passively accepting preferred meanings.
Audience theories
This document summarizes three main audience theories: the hypodermic model, uses and gratifications theory, and the influence model. It also discusses key studies related to each theory and alternatives approaches. The hypodermic model views audiences as passive receivers of media messages, while uses and gratifications theory sees audiences as active selectors of media to meet their needs or desires. The influence model emphasizes less direct influence through dominant leaders who may shape audience interpretation.
Audience theory
This document discusses three media theories:
1) Uses and gratification theory which argues that audiences actively choose what media to consume based on social and psychological needs like surveillance, personal identity, personal relationships, and diversion.
2) Reception theory which argues that media texts contain values and messages decoded differently by various audience members as dictators, negotiators, or oppositional interpretations.
3) Hypodermic needle theory which suggests media can directly and uniformly influence large audiences by "injecting" them with messages, treating people as passive recipients brainwashed by media. However, this view is outdated as audiences consume media differently with varied responses.
Audience Theory
This theory represents a shift toward viewing audiences as active participants rather than passive receivers of media. It focuses on understanding the social and psychological needs and motives that drive what audiences choose to consume. Specifically, it identifies four key needs: surveillance to stay informed, personal identity, relationships, and diversion or escapism. The theory argues that audiences make their own choices about what media to engage with based on gratifying these underlying needs.
Audience Theory
Audience theory examines how audiences engage with media. There are three main theories: the effects model sees audiences as passive receivers manipulated by media producers; the uses and gratifications model views audiences as active in using media to fulfill needs like diversion or social interaction; reception theory analyzes how audiences can decode messages differently from how producers encode them, either accepting, negotiating, or opposing the dominant meaning. Studying audience theory helps understand the relationship between audiences and media texts.
C:\documents and settings\paul neville\my documents\influences on the audience
The document discusses several theories of media influence:
1) The Hypodermic Syringe Model suggests media has a direct influence on audiences and can be used to change behavior or gain power. Hitler used mass media to support the Nazi regime.
2) The Two-Step Flow Model proposes ideas from media reach opinion leaders first, who then influence the general population.
3) The Inoculation Model develops defenses against manipulation through persuasive messages.
4) Uses and Gratification Theory emphasizes that audiences actively choose media to fulfill needs.
5) Primary, secondary, and tertiary media influence depends on audience engagement levels.
AUDIENCE - BANDURA.pptx
Bandura's research on the Bobo doll experiments demonstrated that children's aggressive behavior could be directly influenced by observing aggressive behavior modeled in media. Specifically, children who watched adult actors aggressively attacking a Bobo doll with actions like hitting later exhibited similar aggressive behaviors towards the doll. Bandura argued this showed behavior could be learned through direct media modeling. He also believed media representations may have an even stronger influence than live modeling due to amplification effects related to attention, retention of vivid media content, and the aspirational nature of celebrities as role models. This research supported the view that media can directly shape human behavior rather than just reflecting existing attitudes.
Audience Theories
This document discusses different theories of how audiences interact with media. It describes passive audiences that accept media messages at face value versus active audiences that critically evaluate messages. Specific theories covered include the hypodermic needle theory of direct persuasion, cultivation theory of repeated influence over values, the two-step flow theory of opinion leaders mediating messages, and uses and gratifications theory of audiences seeking to fulfill needs from media. The document emphasizes that audiences can interpret media differently based on factors like age, culture, and personality.
Mctheories
This document discusses theories of mass communication and their effects. It outlines the limited effects theory from the 1930s-1960s that argued media had little impact because content was fictional or entertainment. However, counterarguments note news and reality TV aim to seem real. Additionally, media influence culture even if they only reinforce existing beliefs. More modern theories like agenda-setting, dependency theory, and social construction of reality argue media have powerful cultural effects by shaping what issues receive attention and how people understand shared symbols and realities.
2. Media audiences
This document discusses media audiences and how media products are targeted towards specific audiences. It explains that the target audience is the specific group a product is aimed at. Media companies research audience demographics and psychographics to better understand the behaviors and traits of potential audiences. The document also summarizes several theories of how audiences interact with media, including the hypodermic model which views audiences as passive, the two-step flow theory which proposes opinions spread from media to opinion leaders to the wider audience, and uses and gratification theory which sees audiences as active users selecting media to fulfill certain needs.
Audience theories
This document discusses several theories of audience research:
- There are three main types of audiences - mass, niche, and individual audiences.
- The cultivation/cultivation theory suggests that repeated exposure to violent or sensational media can desensitize viewers over time. However, this theory is difficult to prove conclusively.
- The hypodermic needle theory claims that media has a direct and powerful effect on passive audiences, influencing them in the same way. It does not account for individual differences.
Audience theory
Audience theory examines why audiences consume certain media texts, how they consume them, and the effects of consumption. The effects model views audiences as passive and susceptible to negative influences from media texts. For example, drug use in music videos could negatively impact youth. The hypodermic needle theory sees audiences as either passive and allowing "injection" of information, or active by questioning and interpreting media. Uses and gratifications theory argues audiences actively integrate media into their lives to fulfill various needs and desires.
Audience theories
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.
LO3
This document discusses different theories about how audiences interact with media and advertising:
- The uses and gratification theory focuses on why people use certain media to fulfill needs, rather than on the media content itself.
- The hypodermic needle theory suggests media can directly influence large audiences by "injecting" them with messages to trigger a desired response. It views audiences as passive.
- The passive/active theory considers whether audiences passively accept media messages or actively engage with them by interpreting based on their own life experiences.
The document analyzes how these theories apply to different types of advertisements, concluding that the hypodermic needle theory often works best for beauty ads that aim to influence audiences without their awareness, while
Audience theories
The document summarizes three audience theories:
1) Hypodermic Needle Theory: Audiences are seen as passive recipients who are powerlessly injected with ideas from media like a hypodermic needle.
2) Two-Step Flow Theory: Information from media flows not directly to audiences but through opinion leaders who influence others.
3) Uses and Gratifications Theory: Rather than how media affects people, it focuses on what people do with media and how they use it to fulfill personal needs like diversion, relationships, identity and surveillance.
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Audience Theories
The hypodermic model or "magic bullet" theory from the 1930s-40s suggested that mass media has a direct and powerful effect on passive audiences. It claimed media could trigger direct responses by "injecting" designed messages. However, this theory may be subjective as some people are more influenced than others.
The cultivation theory from the 1960s proposed that excessive TV viewing over time can alter perceptions of reality by increasing beliefs in social realities portrayed on TV. Heavy viewers (over 4 hours daily) are more likely to shape their concept of reality from TV than light viewers.
The uses and gratification theory examines why audiences consume certain media by looking at psychological needs around surveillance, identity, relationships and escapism that
Media audiences
Abraham Maslow proposed a hierarchy of needs consisting of basic physiological needs at the bottom level, followed by safety needs, love and belonging needs, esteem needs, and self-actualization needs at the top. Once lower level needs are met, people can focus on achieving higher level needs. Early media effects theories viewed audiences as passive, such as the hypodermic needle model which suggested media could directly "inject" ideas into passive audiences. Later theories saw audiences as more active, such as uses and gratifications theory which proposes audiences actively select media to fulfill social and psychological needs.
Media effects debate
This document provides information about several media effects theories that should be researched: Cultivation Theory, Uses & Gratification Theory, Copycat Theory, Desensitization Theory, and Catharsis. It includes definitions and key points about each theory. For Cultivation Theory, it discusses how heavy media exposure can influence viewers' perceptions of reality. For Uses & Gratification Theory, it explains how people use media to fulfill cognitive, affective, personal identity, and other needs. The Copycat Theory suggests audiences may copy violent behaviors they see. Desensitization Theory proposes that repeated violent media exposure can make people less sensitive to violence. And Catharsis Theory argues that viewing violence can purge negative emotions.
Uses & gratifications model of audience
The Uses & Gratifications theory suggests that audiences actively seek out media to fulfill needs, rather than media directly influencing audiences like a hypodermic needle. Audiences interpret media messages subjectively to meet needs like surveillance, personal identity, and diversion. This theory also suggests that individuals can become more dependent on media that efficiently meets many of their needs. It has been criticized for ignoring the socio-cultural context of media and producers' responsibility for media effects. Uses & Gratifications is more applicable to zombie horror genres since audiences consume it subjectively for its content rather than message.
Audience Research Areas
Audience Research Areas into The media effects debate (hegemony vs. pluralism), The hypodermic syringe theory and passive audience theory, and Active audience theory and postmodernism/pluralism.
Created by Megan McLatchie
Audience Research Areas
This document discusses different theories around media effects and audience reception of media messages. It describes the hypodermic needle theory which views audiences as passive receivers of media messages, and the passive audience theory which also sees audiences as directly influenced by media content. The document then introduces the active audience theory and postmodernist/pluralist perspectives. These see audiences as active participants who bring their own experiences and interpretations to media texts rather than passively accepting preferred meanings.
Audience theories
This document summarizes three main audience theories: the hypodermic model, uses and gratifications theory, and the influence model. It also discusses key studies related to each theory and alternatives approaches. The hypodermic model views audiences as passive receivers of media messages, while uses and gratifications theory sees audiences as active selectors of media to meet their needs or desires. The influence model emphasizes less direct influence through dominant leaders who may shape audience interpretation.
Audience theory
This document discusses three media theories:
1) Uses and gratification theory which argues that audiences actively choose what media to consume based on social and psychological needs like surveillance, personal identity, personal relationships, and diversion.
2) Reception theory which argues that media texts contain values and messages decoded differently by various audience members as dictators, negotiators, or oppositional interpretations.
3) Hypodermic needle theory which suggests media can directly and uniformly influence large audiences by "injecting" them with messages, treating people as passive recipients brainwashed by media. However, this view is outdated as audiences consume media differently with varied responses.
Audience Theory
This theory represents a shift toward viewing audiences as active participants rather than passive receivers of media. It focuses on understanding the social and psychological needs and motives that drive what audiences choose to consume. Specifically, it identifies four key needs: surveillance to stay informed, personal identity, relationships, and diversion or escapism. The theory argues that audiences make their own choices about what media to engage with based on gratifying these underlying needs.
Audience Theory
Audience theory examines how audiences engage with media. There are three main theories: the effects model sees audiences as passive receivers manipulated by media producers; the uses and gratifications model views audiences as active in using media to fulfill needs like diversion or social interaction; reception theory analyzes how audiences can decode messages differently from how producers encode them, either accepting, negotiating, or opposing the dominant meaning. Studying audience theory helps understand the relationship between audiences and media texts.
C:\documents and settings\paul neville\my documents\influences on the audience
The document discusses several theories of media influence:
1) The Hypodermic Syringe Model suggests media has a direct influence on audiences and can be used to change behavior or gain power. Hitler used mass media to support the Nazi regime.
2) The Two-Step Flow Model proposes ideas from media reach opinion leaders first, who then influence the general population.
3) The Inoculation Model develops defenses against manipulation through persuasive messages.
4) Uses and Gratification Theory emphasizes that audiences actively choose media to fulfill needs.
5) Primary, secondary, and tertiary media influence depends on audience engagement levels.
AUDIENCE - BANDURA.pptx
Bandura's research on the Bobo doll experiments demonstrated that children's aggressive behavior could be directly influenced by observing aggressive behavior modeled in media. Specifically, children who watched adult actors aggressively attacking a Bobo doll with actions like hitting later exhibited similar aggressive behaviors towards the doll. Bandura argued this showed behavior could be learned through direct media modeling. He also believed media representations may have an even stronger influence than live modeling due to amplification effects related to attention, retention of vivid media content, and the aspirational nature of celebrities as role models. This research supported the view that media can directly shape human behavior rather than just reflecting existing attitudes.
Audience Theories
This document discusses different theories of how audiences interact with media. It describes passive audiences that accept media messages at face value versus active audiences that critically evaluate messages. Specific theories covered include the hypodermic needle theory of direct persuasion, cultivation theory of repeated influence over values, the two-step flow theory of opinion leaders mediating messages, and uses and gratifications theory of audiences seeking to fulfill needs from media. The document emphasizes that audiences can interpret media differently based on factors like age, culture, and personality.
Mctheories
This document discusses theories of mass communication and their effects. It outlines the limited effects theory from the 1930s-1960s that argued media had little impact because content was fictional or entertainment. However, counterarguments note news and reality TV aim to seem real. Additionally, media influence culture even if they only reinforce existing beliefs. More modern theories like agenda-setting, dependency theory, and social construction of reality argue media have powerful cultural effects by shaping what issues receive attention and how people understand shared symbols and realities.
2. Media audiences
This document discusses media audiences and how media products are targeted towards specific audiences. It explains that the target audience is the specific group a product is aimed at. Media companies research audience demographics and psychographics to better understand the behaviors and traits of potential audiences. The document also summarizes several theories of how audiences interact with media, including the hypodermic model which views audiences as passive, the two-step flow theory which proposes opinions spread from media to opinion leaders to the wider audience, and uses and gratification theory which sees audiences as active users selecting media to fulfill certain needs.
Audience theories
This document discusses several theories of audience research:
- There are three main types of audiences - mass, niche, and individual audiences.
- The cultivation/cultivation theory suggests that repeated exposure to violent or sensational media can desensitize viewers over time. However, this theory is difficult to prove conclusively.
- The hypodermic needle theory claims that media has a direct and powerful effect on passive audiences, influencing them in the same way. It does not account for individual differences.
Audience theory
Audience theory examines why audiences consume certain media texts, how they consume them, and the effects of consumption. The effects model views audiences as passive and susceptible to negative influences from media texts. For example, drug use in music videos could negatively impact youth. The hypodermic needle theory sees audiences as either passive and allowing "injection" of information, or active by questioning and interpreting media. Uses and gratifications theory argues audiences actively integrate media into their lives to fulfill various needs and desires.
Audience theories
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.
LO3
This document discusses different theories about how audiences interact with media and advertising:
- The uses and gratification theory focuses on why people use certain media to fulfill needs, rather than on the media content itself.
- The hypodermic needle theory suggests media can directly influence large audiences by "injecting" them with messages to trigger a desired response. It views audiences as passive.
- The passive/active theory considers whether audiences passively accept media messages or actively engage with them by interpreting based on their own life experiences.
The document analyzes how these theories apply to different types of advertisements, concluding that the hypodermic needle theory often works best for beauty ads that aim to influence audiences without their awareness, while
Audience theories
The document summarizes three audience theories:
1) Hypodermic Needle Theory: Audiences are seen as passive recipients who are powerlessly injected with ideas from media like a hypodermic needle.
2) Two-Step Flow Theory: Information from media flows not directly to audiences but through opinion leaders who influence others.
3) Uses and Gratifications Theory: Rather than how media affects people, it focuses on what people do with media and how they use it to fulfill personal needs like diversion, relationships, identity and surveillance.
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Audience theory
- 1. Audience Theory AS Media Studies
- 2. Hypodermic syringe model This approach assumes ideas/ideologies transmitted in mass media products. The audience is seen as passive recipients. It believes that the is a direct correlation between the violent behaviour shown on TV, computer, video games and anti- social and criminal behaviour in real life.
- 3. Two-step flow model Unlike the hypodermic syringe model, this model takes the view audience. Is not directly influenced by the mass media.
- 4. Cultural effects theory This approach argues that media influence on its audience isn't immediate but occurs over a long steady built up over a significant period of time. The media is highly influential and audiences are seen as “sponges" that absorb the media without interference.
- 5. Uses and gratifications model This theory suggests that media audience play an active role in interpreting and integrating media into their own lives. Audiences use the media for a raft of reasons. For example you might turn the TV to watch “anything” just so you can relax. However, the truth is that you are not really paying any attention to what is going on TV.