AUDIENCES THEORIES

AUDIENCE AN AUDIENCE IS PEOPLE WHO READ ANY MEDIA TEXT. IT PLAYS A BIG PART WITHIN THE MEDIA BECAUSE ALL MEDIA TEXTS ARE PRODUCED WITH AN

AUDIENCE IN MIND.

TYPES OF AUDIENCE ANY INDIVIDUAL OR GROUP OF PEOPLE WHO RECEIVE AND CONSUME ANY FORM OF MEDIA TEXT ARE PART OF A SELECTED AUDIENCE THERE ARE THREE OF THESE WITH ARE:1. MASS AUDIENCE - GROUP CONSUMING MEDIA E.G. COMMERCIAL TV

PROGRAMMES.2. NICHE AUDIENCE - PEOPLE WITH UNIQUE INTEREST.3. INDIVIDUAL AUDIENCE – PARTICULAR PEOPLES INTERESTS.

AUDIENCE THEORIES THERE ARE MANY AUDIENCE THEORIES BEHIND THE CONSUMING OF MEDIA THESE ARE: HYPODERMIC NEEDLE THEORYCULTIVATION THEORYTWO STEP FLOW THEORYRECEPTION THEORY

HYPODERMIC NEEDLE THEORYTHE HYPODERMIC NEEDLE MODEL (ALSO KNOWN AS THE HYPODERMIC-SYRINGE MODEL, TRANSMISSION-BELT MODEL, OR MAGIC BULLET THEORY) IS A MODEL OF COMMUNICATIONS SUGGESTING THAT AN INTENDED MESSAGE IS DIRECTLY RECEIVED AND WHOLLY ACCEPTED BY THE RECEIVER.

CULTIVATION THEORYCULTIVATION THEORY EXAMINES THE LONG-TERM EFFECTS OF TELEVISION. "THE PRIMARY PROPOSITION OF CULTIVATION THEORY STATES THAT THE MORE TIME PEOPLE SPEND 'LIVING' IN THE TELEVISION WORLD, THE MORE LIKELY THEY ARE TO BELIEVE SOCIAL REALITY PORTRAYED ON TELEVISION.“

TWO STEP FLOW THEORYTHE TWO-STEP FLOW OF COMMUNICATION MODEL HYPOTHESIZES THAT IDEAS FLOW FROM MASS MEDIA TO OPINION LEADERS, AND FROM THEM TO A WIDER POPULATION. IT WAS FIRST INTRODUCED BY SOCIOLOGIST PAUL LAZARSFELD ET AL. IN 1944 AND ELABORATED BY ELIHU KATZ AND LAZARSFELD IN 1955 AND SUBSEQUENT PUBLICATIONS

RECEPTION THEORY RECEPTION THEORY IS A VERSION OF READER RESPONSE LITERARY THEORY THAT EMPHASIZES EACH PARTICULAR READER'S RECEPTION OR INTERPRETATION IN MAKING MEANING FROM A LITERARY TEXT. RECEPTION THEORY IS GENERALLY REFERRED TO AS AUDIENCE RECEPTION IN THE ANALYSIS OF COMMUNICATIONS MODELS.

USES AND GRATIFICATIONS USES AND GRATIFICATIONS THEORY IS AN APPROACH TO UNDERSTANDING WHY AND HOW PEOPLE ACTIVELY SEEK OUT SPECIFIC MEDIA TO SATISFY SPECIFIC NEEDS. UGT IS AN AUDIENCE-CENTERED APPROACH TO UNDERSTANDING MASS COMMUNICATION.