THEORIES


Audience Theories
Audience theory is an element of thinking that developed within academic literary theory and cultural studies. Different types of audience theories include:


Two-step flow: The people with most access to media, and highest media literacy explain and diffuse the content to others. This is a modern version of the hypodermic needle model.

The hypodermic needle model: The intended message is directly received and wholly accepted by the receiver.

Reception theory: The meaning of a "text" is not inherent within the text itself, but the audience must elicit meaning based on their individual cultural background and life experiences.

Uses and gratifications: People are not helpless victims of mass media, but use the media to get specific gratifications.




Relevant Reading Material: