Theories that are related
to Audience…
The Hypodermic needle
theory…
The hypodermic needle theory is a model of
communication suggesting that an intended message is directly received and
wholly accepted by the receiver, like a needle.
The hypodermic needle theory implies the
mass media has a direct, immediate and powerful effect on the audience. The
mass media in the 1940s and 1950s were perceived as a powerful influence on
behavior change.
Factors that contributed to the theory’s
strong effects:
_ The fast rise and popularisation of TV
and Radio,
_ The emergence of the persuasion
industries, such as advertising and propaganda,
_ Hitler’s monopolization of the mass media
during WWII to unify the German public behind the Nazi Party.
The theory suggests that the mass media
influences a large audience directly by ‘injecting’ them with appropriate
messages that are designed to trigger a desired response.
They express the view that the media is a dangerous means of communication of an idea because the audience is powerless and can’t resist the message.
The two-step flow model..
The hypodermic needle theory proposes that
the media has a direct and powerful influence.. The two-step flow theory
informs us as the audience that the mass media is more complex than we first
thought it was (compared to the hypodermic needle theory.)
Uses and gratification
(Blumler and Kats – 1974)
This theory is related to the pleasure that
the media brings to the audience.
-
Diversion – A form of escape from the audiences everyday lives.
-
Personal relationship – Companionship through identification and with TV characters and
sociability through discussion about TV with other people.
-
Personal identity – This is the ability to compare one’s own life with the character
that is the scene and to be able to explore their problems and relate them to
your own.
-
Surveillance – Information about what is happening in the world around you.
Hierarchy of needs (Maslow
1954)
This theory shows how people see media and
try and find objects that relate to them. It shows how people need to fulfill
certain needs in their lives, which are displayed in a triangle to show their
importance to the person (the bottom being the most important, the top being
the least.)
-
Physiological needs – Food,
drink, sleep, sex, relief from pain.
-
Safety needs – Security,
protection, and freedom from danger.
-
Love and belonging – Friends,
family, being a part of a group.
-
Esteem – Respect, confidence, and
self-worth.
-
Sefl-actualisation – To fulfill
one’s potential, discover truth and create beauty.
Utopian theory (Dyer
-1977)
In this theory Dyer suggested that we don’t
live in a perfect world but that perfect world is ‘Utopia’. The theory suggests
that real people watch frictional texts as a from of escapism and diversion
from their own lives.
Real
life - Utopia
Exhaustion - Energy
Scarcity - Abundance
Dreariness - Intensity
Dishonesty - Transparency
Isolation - Community.
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