Audience Theories

This theory suggests that audiences will believe anything told to them by the media

• The Hypodermic Needle Theory

• The Two Step Flow Theory

• Cultural Effects Theory

• The “Uses and Gratification” Approach

—This theory argued that audience access media and information looking for the benefits they will gain out of the information.

• The Hypodermic Needle Theory

• The Two Step Flow Theory

• Cultural Effects Theory

• The “Uses and Gratification” Approach

This theory was made by Paul Lazarsfeld, Bernard Berelson and Hazel Gaudet

• The Hypodermic Needle Theory

• The Two Step Flow Theory

• Cultural Effects Theory

• The “Uses and Gratification” Approach

This theory asserts that media and information injects their message directly to their audiences

• The Hypodermic Needle Theory

• The Two Step Flow Theory

• Cultural Effects Theory

• The “Uses and Gratification” Approach

This theory views audiences as largely homogenous and undifferentiated, therefore media text will generate the same kind of reaction from all kinds of audiences

• The Hypodermic Needle Theory

• The Two Step Flow Theory

• Cultural Effects Theory

• The “Uses and Gratification” Approach

This theory was created by George Gerbner (1976) argued that that TV cultivate in its viewers a way of sensing and seeing the world.

• The Hypodermic Needle Theory

• The Two Step Flow Theory

• Cultural Effects Theory

• The “Uses and Gratification” Approach

This theory sees that individuals has the power and selects the media texts that best suit his/her needs

• The Hypodermic Needle Theory

• The Two Step Flow Theory

• Cultural Effects Theory

• The “Uses and Gratification” Approach

This theory focuses not on the opinion leaders but on the audience themselves

• The Hypodermic Needle Theory

• The Two Step Flow Theory

• Cultural Effects Theory

• The “Uses and Gratification” Approach

This theory says that heavy viewers are more susceptible to the predominant theme of violence, and a continuous viewing of violent images creates a population that is fearful of life.

• The Hypodermic Needle Theory

• The Two Step Flow Theory

• Cultural Effects Theory

• The “Uses and Gratification” Approach

This theory says that regular usage of TV over prolonged period of time can shape people’ opinions, views and behavior.

• The Hypodermic Needle Theory

• The Two Step Flow Theory

• Cultural Effects Theory

• The “Uses and Gratification” Approach