Audience types and theories

There are three theories based on an audience which is based around the relationship of a text and the audience:

1. The Effects/Hypodermic Model
2. The Uses and Gratifications Model
3. Reception Theory

The Effects/Hypodermic Model - This model suggests that the audience is passive (accepts a text without relating or questioning it), and so the media has an influence or effect on the audience, therefore will believe whatever if given to them.  The hypodermic syringe part, believes the media is injected into them. This theory believes that there is a correlation between what is shown by the media and the way the audience react, for example, if violent behaviour is shown to a younger audience, that younger audience will become violent due to watching this.

The Uses and Gratifications Model - This is opposite to the effects model and believes that the audience is active (The audience can relate to the film using their own experiences, and so may question whether something is right). Therefore, the audience use the texts rather than being used by it. The theory should identify (consumer can relate to what is shown by media or create aspiration), educate, entertain or create social interaction (gives a topic of talk) through media.

Reception Theory - When a text is constructed its encoded with some type of message. This message will either be understood by the audience, misinterpreted or failed to understand at all. There is three types of audience decoding (the way they understand the message.

• Dominant or preferred - The audience will decode the message as the writer wants and will agrees with it.
• Negational - The audience will neither accept or reject a message, or may be disinterested in what is being said.
• Oppositional - Where the message is recognised however is rejected for cultural, political or idealogical reasons