Research & Planning: Audience Theories

The Hypodermic Theory
Also known as the Hypodermic Needle Theory, sends messages to the brain from the media. It acknowledges that the media has power although it doesn't acknowledge that the audience too have a brain and can filter things out and think what they want. It is meant to give a mental image of the direct, strategic, and planned infusion of a message into an individual. But as research methodology became more highly developed, it became apparent that the media had selective influences on people

Cultivation Theory
Binds people/environments together all from watching the same stuff or playing games together. The Cultivation Theory is based on the assumption that media has certain effects on audiences who unknowingly absorb images and messages from the media. It can be seen as symbolic. Cultivation theory suggests that exposure to television, over time, "cultivates" viewers' perceptions of reality. This cultivation can have an impact even on light viewers of TV, because the impact on heavy viewers has an impact on our entire culture.

Desensitisation
Suggests that because people are exposed to so much in the media such as violence, it no longer makes a strong impact on the audience. There is usually evidence for this theory however it is difficult to prove as a theory. Even though on films and games there are certificates, people who are younger than the certificate given to the film or game can still access these via internet or they can always get someone who is of age to go and get them the certain game or film. Therefore, even young people these days are now becoming desensitised.

Modelling & Copycat Theory
Copying what you see or imitating what you see in the media. This could be mainly aimed at children because children are most likley to imitate what they see. A problem at times with this theory is that it can be hard to prove.  This can be aimed at older audiences though as the most recent story of 23 year old submarine sailer Ryan Donovan killing his Lieutenant Commander by shooting him as well as injuring other people, was blamed on the fact that he played the videogame Grand Theft Auto.

Uses and Gratifications Theory
Popular approach to understanding mass communication. It assumes that members of the audience are not passive but take an active role in interpreting and integrating the media into their own lives. This may not hold power over some people and certain types of media may not affect everyone. The theory places more focus on the consumer, or audience, instead of the actual message itself. The approach suggests that people use the media to fulfill specific gratifications. This theory would then imply that the media compete against other information sources for viewers' gratification.