Audience Theories

Hyperdermic Needle Model;

• This theory says that audiences take in the information that they see, and just accept it rather than questioning it. 
• From the 1920's, when media was quite a new thing

Film industry example;

Uses and Gratification Theory

• This theory states that people will use different media texts in different ways.
• There are 4 ways in which people may use these texts

1. Entertainment / Diversion - when people use the media text because they enjoy it, or as an escape from everyday life
2. Information - when people it as a source of information, or for education purposes
3. Social Relationships - using the media text as a part of their social life, or as another form of socialising
4. Personal Identity - when people can relate to the media text, or when it reflects their own life aspirations

Film industry examples;

Comedy films could be watched for entertainment, whereas a documentary film may be watched because the viewer wants to gain knowledge on the topic. Some viewers may watch a film because it reflects their own life or experiences, for example teenagers may prefer to watch a film with teenage or young adult characters, as it would be easier for them to relate to the characters. You may also go to see a film with your friends as part of a social activity and so that you can be part of the discussion.

Reception Theory

• This theory states that the same media text could be interpreted in different ways by different people
• Their interpretation could be affected by their life experiences or their culture/background, and people with the same culture are more likely to interpret it in a similar way
• A preferred reading is when the viewer takes the view of the media text that was intended by the institution or creator of the text.
• An oppositional reading is when the viewer disagree with the intended message of the media text

Film industry example;