This document defines and discusses several audience theories: - The Hypodermic Needle Theory from the 1920s-1930s viewed audiences as passive receivers of media messages. It was influenced by the War of the Worlds radio broadcast. - The Two-Step Flow Theory from the 1940s-1950s recognized that some audience members influence others' views through interpersonal communication. - Uses and Gratifications Theory from 1974 proposes that individuals choose media to fulfill certain needs like diversion, social interaction, identity, and information gathering. - The document provides examples of how these theories apply to social media influencers and television show recommendations among friends.

1. Y13 ALEVEL MEDIA Lucy Froud
Audience Theory
Definition of Audience
The people the product is aimed and actually view the product. There can be niche
audiences or mass audiences.
My definition of The Hypodermic Needle Theory
Developed in the 1920s and 30s, linear communication theory, passive audience, no
individual differences. War of the worlds aired and some audience thought they were
being invaded by aliens which brought upon this theory. People believe what they see on
T.V.
My definition of The Two Step Flow Theory
Developed by Lazarfeld and Katz in 1940s and 50s. Leaders get information from the
media and then they pass the information on to others and influence the way in which they
view this product.
Strength:audiences are active and seen as a part of society
Weaknesses: there could be more than two steps
How the Hypodermic Needle & Two Step Flow theories can be applied:
Hypodermic needle theory: This theory is seen on social media sites where for example,
on Facebook I have seen an advert for using lemon juice as a facial cleanser and I have
then tried this out in real life.
Two step theory: This theory can be seen where I was influenced by my friend to watch
the T.V series ‘Are you the one’. I really enjoyed this series so I mentioned it to other
friends where they were influenced to watch it. I have also been influenced to watch
dramas such as ‘The Following’ through advertisements as it looked very good and I have
then told teachers about this drama where they have begun to watch it.

2. Uses and Gratification Theory
Blulmer and Katz expanded the theory and devised this theory in 1974.
Individuals may choose and use a text for the following purposes:
1. Diversion- escape from everyday problems and routines
2. Personal relationships- using media for emotional and other interactions such as
family life
3. Personal identity- finding one’s self reflected in texts, learning behaviours and
values from texts
4. Surveillance- info which could be useful for living, weather reports etc…
I will be using the music video, Hey Mama by David Guetta
Uses and gratifications Example Appeal to reader
Diversion Very fake, set in desert, w ith super
imposed images and special effects.
Costumes, location etc...
The audience w illw ant to relate to this to escape
fromreal life.
Relationships Lyrics relate to her w anting to be w ith
him and telling him w hat she willdo for
him, can be seen in reallife
relationships
The audience w illenjoy these lyrics, especially men
because they are being talked about in a good w ay
Identity Some may see Nicki Minaj as a role
model and w ant to be like her and
therefore use her lyrics to relate in their
relationship in the sense they w ant to
treat their man w ellbecause she is
singing about it.
They w illbe appealed to the w ay in w hich Nicki
Minaj is dressed and the w ay she acts/dances and
therefore they may try and relate w ith her
Surveillance Lyrics could be usefulfor some w omen
in relationships in the sense that they
may use them to see they should be
looking after their man.
They may be intrigued to listening to the lyrics to
hear w hat they are about, they may agree or
disagree. They lyrics may keep the audience
involved as there is a slight link betw een the lyrics
and real life and therefore the audience can relate.