Lesson PowerPoint - Year 13.

1. Audience Theory
Learning Objectives:
1. Am I able to understand audience theory?
2. Am I able to confidently analyse how
audience theory could be linked to media
products?

2. Discuss the quotation below with your
partner….
The more an
ideology is ‘dripped’
into society by the
media, the more
people believe it &
accept it as true!
(George Orwell)

3. Audience Theory - Basics
• There are different types of audience theories.
• The first set of theories are known as ‘effects’
models. They are to do with how the media
effects the audience.
• Theorists put the audience into two
categories: passive and active.

4. The Preferred Reading
• Those producing the media promote a particular
interpretation of events - the preferred reading.
• Those lacking direct experience of the events
covered in the media are likely to accept this
preferred reading.
• Those with direct experience of events being
covered are more likely to reject the preferred
reading.
• Repetition of the preferred reading over a period of
time means that most people accept it and it
becomes part of our culture.

5. Have you heard?
• Have you come across any of the theories
below before? What can you remember?
1. The Hypodermic syringe theory
2. Two-step Flow
3. Uses & Gratifications
4. Reception Theory

6. Passive Audience
Theory

7. War of the Worlds
• Orson Wells’ 1938 radio play was a Halloween special and was
adapted from H.G. Wells novel of the same name.
• Some of the show’s listeners only caught the section of the show
we have just listened to and did not hear the disclaimers played
at the beginning, the middle and the end of the show and took
the ‘news bulletins’ they were hearing to be real. The result was
wide spread panic.
• After the show was aired journalist Dorothy Thompson said of the
play: “Mr. Orson Welles and the Mercury Theatre of the Air have
made one of the most fascinating and important demonstrations
of all time...They have proved that a few effective voices,
accompanied by sound effects, can convince masses of people of
a totally unreasonable, completely fantastic proposition as to
create a nation-wide panic.”

8. The Hypodermic Syringe Theory
 The hypodermic syringe theory is that the media is like a
syringe which injects ideas, attitudes and beliefs into the
audience.
 In some cases this may work, but the problem is that people
are affected in different ways by the media -films, advertising,
newspapers, television etc. The ‘audience’ are also now much
more critically aware of the media and having ideas ‘injected’
into them.
 However, this theory still has uses -i.e. watching violent crimes
can make you violent, for example the Jamie Bulger killers,
copycat crimes, the ‘Power Rangers’ fighting in play grounds.

9. The Cultural Effects
Model

10. The Cultural Effects Model
• This model also sees the audience
as passive
• However the effect of the media is
less immediate than suggested by
the hypodermic syringe model

11. • This model is a Marxist model which
suggests that the media is a very
powerful tool in transmitting
capitalist ideas, norms and values.

12. What is Marxism?
 Marxism is an economic and social system based on the
political and economic theories of Karl Marx and
Friedrich Engels.
 Based on the idea that our history is based on the
struggle between classes.
 Anti-Capitalist as the theory proposes in a capitalist
society, the rich and powerful minority dominate and
exploit the working class majority.
 They proposed in order to advance beyond this ‘state’
the working class people must take control through a
social revolution which would result in country’s having a
‘collective ownership’ of what the people produce.

13. • The model suggests that the media
content contains strong IDEOLOGICAL
messages that reflect the values of
those who own, control and produce
the media.

14. • Marxists would argue that audiences have
been exposed over a long period of time
to a slow ‘drip drip’ effect process
• Media content gradually gains ideological
values which are transmitted over a long
period of time.
• Eventually, most people come to accept
the preferred reading of such events in the
mass media.

15. TASK:
• Try to think of 2 examples of
‘Capitalist’ Values or ideas which are
transmitted through the mass media.

16. SOME EXAMPLES………
•Many OAP’s believe the media message about
‘dole scroungers’ so much they are too embarrassed
to claim the benefits they are entitled to. (fear of
being stigmatised as scroungers)
•The more material possessions you own, the happier
you will be.
•To feel attractive/confident, women must imitate
the body shape of Supermodels.
• Most asylum seekers are really ‘welfare scroungers’

17. Check Your Understanding
1. Identify and explain one similarity and one
difference between the cultural effects
model and the hypodermic syringe
model?
2. Suggest ways in which the cultural effects
model is an improvement on the
hypodermic syringe model.
3. Identify and explain the key criticism that
can be made of the cultural effects
model.

18. Cultivation Theory
• We are going to watch a documentary about the
history of media effects and television.
• How TV Ruined Your Life – Fear
• As you watch – take notes about how television
has used ‘fear’ to effect the audience.
• Make sure you take notes about cultivation
theory and mean world syndrome.

19. Apply Your Knowledge
• Look at the media on this slide.
Think about how each of the
passive effect theories you have
learnt about could be applied to
them.

20. Homework
• Due: Tuesday 16th September 2014
• Using media which represents ‘youth’ for
examples answer the following question:
“How could passive audience effects models be
applied to the representation of youth in the
media?”

21. Analysis
• Select one of the programmes you linked to a
theory.
• Write a short analysis – with examples –
detailing how two theories could be applied to
your chosen media product and;
• What is the effect on the audience according
to the theories?

22. Reflection
• How do you feel about passive audience
theories?
• Which one do you feel is the most realistic (as
in – can you see it effecting someone you
know?) Why?
• Which one do you think is the least realistic?
Why?