Research and Planning - Audience Theory

The 'hypodermic' model

This theory states that the message being shown from the media, is instantly received and understood from the audience, so suggested by other people it's like a needle inflicted upon a person.

Cultivation theory

This theory states that the more something is previewed or exposed, the more influence it has upon the audience and we'll start to believe it more.  If the television told us something like the world was going to end in 2014 constantly, the entire society would start to believe it the more times it's shown/said.

Desensitisation

This theory suggests that the audience can be influenced by the amount of violence and we're becoming more desensitized due to this. For example, movies in the older days were less gorey and reality like, whereas nowadays we're shown Saw that makes some viewers question whether people can actually do that, out of the movie etc, so we're paranoid.

Modelling or copycat theory

This theory states that the public copy what happens in the media or on games into real life scenarios. We're basically being copycats of the media and doing what they model.  An example of this would be how much blame GTA gets for crimes linked to their scenarios. (London Riots).

The uses and gratifications

Lastly, this theory suggests that we the audience, take what we want from the media and use it and leave out all the rest of what we don't need.  We're our own choosers on what information we need and don't need.