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 Theory Introduction - Effects, Uses and Gratification, ReceptionJohn DF
Overview of the common audience theories looked at for AS Media Studies:
Effects Theory
Uses and Gratification Theory
Reception Theory
This is not specific to any board, and can apply to Film Studies as well in certain cases.
Audience Theory Introduction - Effects, Uses and Gratification, ReceptionJohn DF
Overview of the common audience theories looked at for AS Media Studies:
Effects Theory
Uses and Gratification Theory
Reception Theory
This is not specific to any board, and can apply to Film Studies as well in certain cases.
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
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.
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