The document discusses three media theories: 1) The hypodermic needle model which sees the audience as passive receivers of powerful media messages from institutions; 2) The gratification model which emphasizes that audiences actively use media to fulfill needs like entertainment, social interaction, and escapism; 3) New theories that acknowledge user-generated content and interactive media have given audiences more power to create and influence media.

1. Media Theories

2. Effect model Hypodermic needle model We haven’t focused to much on this method in class as we are aware that it’s outdated. However the key points of this is theory are the following: Places power with text and the institutions Audience seen as a single mass that passively receive the messages. Powerful media is ‘injected’ into a unquestionable audience

3. The gratification model This gratification model emphasises what the audience of media products do with them, this is said to be that the power is considered to lie with the consumer to gratify their needs or interests. To be informed or educated In order to identify with the characters and situation To be entertained To enable themselves to socially interact with others. To escape from their daily troubles. These are the five main reason thought by Blumler and Katz of why audiences may consume media texts.

4. Re-mediating audiences User generated content also known as audience material is now very common e.g. wikipedia. This means that the audience can now help create the media in which previously was only in the hands of institutions. Also entertainment has also allowed the audience to ‘vote’ for example talent shows this again puts the power in the consumers hands and allows them to determined what they want to happen. This is considered to be the age of the “ Prosumer”.