Audience Theories

The Hypodermic Needle Theory


The Hypodermic Needle Theory or Hypodermic Syringe Model implies that mass media has a direct, immediate and powerful impact on the audience. This theory also implies that the viewer absorbs the information without any attempt to process or give the information context. The Hypodermic Needle Theory suggests that the media massively influences its audience without their direct consent or conscious knowledge of it doing so. For example, editing can be used to make audiences interpret things in certain ways without them applying a direct opinion to the matter.

Culmination/Cultivation Theory

The Cultivation Theory divides an audience into ''Heavy Viewers'' and ''Light Viewers''. ''Light Viewers'' are those who watch television for less than 4 hours a day, and ''Heavy Viewers'' are those who watch television for 4 hours or more. Heavy Viewers are affected by the Mean World Syndrome, where they believe the world is nastier than it actually is. This led Chandler to suggest that ''The more we live with TV, the more invisible it becomes'' believing that our exposure to television actively changes our view on things. For example, if an audience regularly indulges in violent programmes, they will begin to believe that it is socially acceptable to be more violent.  

Uses And Gratifications Theory

This theory suggests that an audience will use media texts for several different reasons. An audience may use one of these texts for one or several of the following:

• Diversion - This is the idea that a person will use a media text to escape everyday life and reality. For example, an person may regularly watch a soap opera to escape from their own problems/stresses and temporarily lose themselves in the light-hearted on-goings of a fictional character.

• Personal Identity - A person may also use media texts to identify with themselves and to find themselves in a character they can relate to.

• Personal Relationships - This is the idea of using media texts for social interaction and to enjoy a specific area of the media with others. For example, many may watch a programme for the interactions with friends or family purely for the conversation or unity that comes with giving time to watch the programme itself.

• Surveillance - Documentaries and News programmes supply this type of connection with media texts. Surveillance relates to the idea of using the media to receive information.

• Entertainment - This is the most widely used connection with media. Many people will use media texts after a long day as a way of entertaining themselves after the usual daily routine. This is the reason behind many game shows and talent shows such as: The X Factor, I'm A Celebrity... Get Me Out Of Here and The Chase.