Audience Theory
Emily Hales
HYPODMERIC MODEL CULTIVATION THEORY DENSISTATION MODELLING OR COPYCAT THEORY USES AND GRATIFICATION THEORY THE HYPODMERIC MODEL This theory suggests that media messages go directly into the mind of the viewers like a drip, being force fed the messages. This is suggested as being ‘additive’ Strengths in this id that it does draw attention to certain ideas about the media like: Media producers have a lot of power The kind of media is available to audiences becomes a matter of debate and argument. The weaknesses of this theory is that the audiences is considered to be passive and powerless. The model is usually applied to women and children and the media. There is very little attempt to account for the many different ways in which people use and enjoy the media. CULTIVATION THEORY This theory suggests the more the audiences watches the media the more that they will develop certain kinds of views of the world, with the concerns that these views will be false. For example, if people watch something like Crimewatch, this perception that crime in on the increase in the UK. Strengths in this is people may gain knowledge from television. So rather us giving us a negative impression of the world, it could be an important tool in educating us in what is going on in the world. The weakness of this theory is that it hasn’t been measured against a wider source. People might believe there is more crime in the world for lots of reasons like real life experiences, press, job experience etc. DESENSITISATION This theory suggests how the audience’s attitudes to violence can be affected by having been exposed to too much violence on screen
Exposure to too much fiction is argued to numb or desensitise to the audience to real life violence Strengths in this theory is that it draws attention to the amount of violence we have on our screens and raises question about how much exposure we should have violent and aggressive images and language. The weakness of this theory is that it is difficult to prove how many people have been affected by the violence shown by the media. There may be other circumstances involved. MODELLING COPY CAT THEORY The modelling/copycat theory is the ideas that they are watching tv/film encourages behaviour, usually in a negative way. For example children watching power rangers may encourage violent behaviour. This theory has mainly been upheld by the press, rather then researched. Strengths in this theory is that parents report anxieties to do with children behaviour, which encourages the power of the argument. It is advised to the parent to limit their children’s consumptions of televisions as a strategy of promoting good habits. This strategy is one of the most achievable for parents. The weakness of this theory is that short term changes in children are easy to observe however if a child at 6 years of age kicks like a power ranger. Will they do this all there lives? USES AND GRATIFICATION THEORY This is the theory that challenges assumptions that people read the media differently. This model argues that people will ‘read’ the media in a different ways according to their personalities, and what there position is in the world. It can affect people by the way that it can confirm believes or enhances their role or image. It argues that it cannot change beliefs, and that it gather instead from life experience. Strengths in this theory are that the audience is thought to be intelligent and capable to distinguish between fact and fiction. This theory suggests life experience is stronger then the ‘Media Experience’ The media provides pleasure for audiences rather than being seen as a negative thing. Consumers choice is priority to the exploration of the way the audiences use media