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Chapter 3 Lesson 2 - Audience Theories

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109 views13 pages

Chapter 3 Lesson 2 - Audience Theories

Uploaded by

MATTHEW DAVID MONTERO
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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LESSON 2

Audience Theories
Passive & Active Audience Theories
PASSIVE
1. Hypodermic Needle Theory
2. Two-step Flow of Communication
3. Uses and Gratifications Approach
4. Cultural Effects Theory
ACTIVE
5. Ideological
6. Polysemic
* Theory
- group of linked ideas intended to explain something. It provides a framework for
explaining observations and are based on assumptions.
1. Hypodermic Needle Theory
 It asserts that media and information messages, like a
hypodermic needle, inject their messages directly to
their audiences.

 Media is described as powerful conduits of messages


and audiences as passive recipients of the messages.
 It also suggests that audiences will believe anything
told to them by the media.
1. Hypodermic Needle Theory
Example: Murder of Jamie Bulger (1993)
• 2-year old Bulger was murdered by a two 10 years old
• The trial judge stated that the exposure to violent videos
might have encouraged the actions of the murderers
• Some UK tabloid newspapers claimed that the attack
was inspired by the film’s Child’s Play 3
1. Hypodermic Needle Theory
2. Two-step Flow of Communication
 It emerged from studies which
analyzed how voters make their
electoral decisions in the 1940
United States presidential
campaign.

 The findings revealed that voters


do not access information directly
from the media but through what is
referred to as opinion leaders, a
group of people who exert
particular influence on the voters.
3. Uses and Gratifications Approach
 It argued that the audience access media and information
bringing with them their own needs and desires, which in
turn structures the way how the media is received.

 In this model, the individual has the power and selects


the media texts that best suit his/her needs and his/her
attempts to satisfy those needs.
3. Uses and Gratifications Approach
 The kinds of gratification include information, personal
identity, integration and social interaction, and entertainment.
Examples:
• We watch the television to validate our understanding and
appreciation of our identities
• Women may identify with characters they see in a romantic
comedy.
• Men may identify with characters in an action film
• provide us a glimpse into our strengths and weaknesses as citizens
thereby intensifying our identities as members of this nation-state
4. Cultural Effects Theory
 The theory argued that television
cultivates in its viewers a way of
sensing and seeing the world.

 It states that regular usage of television


over extended periods of time can shape
people’s opinions, views, and behavior.

 It also states that high frequency


viewers of television are more
vulnerable to the violence expressed
in its messages and images.
Three (3) Modes of Reading
Media Texts on Television

1. Dominant reading - where the reader fully shares the


text’s code and accepts and reproduces the preferred
reading.
- reading in agreement with the text
Three (3) Modes of Reading
Media Texts on Television
2. Negotiated reading - where the audience partly
shares the text’s code and broadly accepts the preferred
reading, but sometimes resists and modifies it in a way
which reflects one’s own position, lived experiences, and
even opinions.
Three (3) Modes of Reading
Media Texts on Television
3. Oppositional reading - where the audience takes a
directly oppositional stance to the dominant code of the
media and information texts and resists it completely.

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