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AUDIENCE THEORIES
Audience theories make us understand better the relation
between texts and audience.
There are three theories:
*The Effects Model or the Hypodermic Model
*The Uses and Gratifications Model
*Reception Theory
The consumption of
media texts has an
effect or influence
upon the audience
(negative)
Audience cantt
prevent the influence
The power lies with
the message of the
text
Some examples of
theterrible
consequences of the
hypodermic theory :
Reception Theory
Is the idea that media texts contain more then one
single meaning. Instead it suggests that the
individual members of the audience are the ones
who create the meaning of the text by how they
interpret it
Every text is encoded with a message or meaning
The audience eventually can encode the message or
meaning in the correct way or fail it and dont
understand what the producer is trying to say