Research and Planning : Media Audience Theories

I did some research on the media audience theories and looked into the five different ones:

• Hypodermic Syringe Model - This model of communication referred to as the 'Magic Bullet'. It is something from the media which has a direct and powerful effect on its audience meaning, the message which is trying to get across is directly received.

• Cultivation Theory - This is a social theory which examined the long term effects of television and how the bringing up of audiences, shapes peoples attitudes after interaction with the messages and values of television.

• Desensitization Theory - There is a link between violence in the media and violence in real life. The more audiences are exposed to something they watch on the television the less the effect is has on something in real life.

• Copycat Model - Is when the audience goes and copies the ideas which the see from the media, either a film, television program or video game

• Uses and Gratification Theory - This is when we use the parts of the media which we need and want to use and discard the other parts that we don't need