Research and Planning: Audience Theories

The Hypodermic Needle Theory

The Hypodermic Needle Theory suggests that mass media has a powerful influence and direct effects on the audience. Messages from the media are 'injected' directly into the audiences mind and is received and accepted by the audience who are immediately influenced by the message.

The Cultivation Theory

The Cultivation Theory suggests TV programmes has the power to give people certain points of views and mindsets which is the same as the programmes. The more we watch the TV the more we believe the world is a certain way.



Desensitisation Theory

The Desensitisation Theory suggests that audiences reactions are growing poorer according to the level and amount of exposure they receive to violence, death and sex. Audiences seem more tolerate to certain behaviours.


Modelling or Copycat Theory

The Copycat Theory gains a lot of negative attention in the media. This is when the audience view films and video games and copy what they see which could possibly cause trouble in society. For example, if they see violence in a film they will act out in the same violent way in society.

Uses and Gratifications Theory

The Uses and Gratifications Theory assumes that the audience take from the film/media what we want and disregard what we don't want.  It suggests that the audience are intelligent  enough to not be influenced  to copy the actions.