Audience Theories

Sebastian Black                                Film Studies A Level                      Monday 23rd November 2015

Audience Theories

The theories we learnt about were the Effects Theory (Hypodermic Syringe theory), The Uses & Gratifications Theory, Reception Theory & Reading Texts.

The Hypodermic Syringe Theory states that the audience are passive & that the message of the media text is powerful. “Audience are passive” means that the audience just absorbs the information given by the media. The media is manipulating the mass audience & they become “addicted” to that form of media text because that’s all they (audience) know & understand.  The group of people this theory is aimed at it usually the most vulnerable (women, the less well-educated, the unemployed & children & teenagers).

The Uses & Gratifications Theory is about what the audience do with the media. This means that the audience will construct their own meaning of the media. The Uses & Gratifications Theory comes with 4 sections, which are needs fulfilled by the audience. These sections are:

• ·      Diversion/Entertainment
• ·      Integration/Social Interaction
• ·      Identity
• ·      Surveillance

Diversion/Entertainment means a form of escape for the audience. They watch films in order to escape from their everyday life.

Integration/Social Interaction is about finding information about other people’s lives. The audience will discuss the media text with other people.

Identity is where one compares their life & experiences with the character(s) & situation with the media text.

Surveillance is about gathering information on the world.

Reception Theory concentrates on how the media texts are being consumed. This may be related to their gender, culture & ethnic background.

Reading Texts come under 4 sections. These sections are:

• ·      Preferred of dominant reading
• ·      Oppositional reading
• ·      Negotiated reading
• ·      Aberrant reading

Preferred of dominant reading is when the reader of the media text agrees with said media text. They fully agree with the media text.

An oppositional reader acknowledges the media text however they don’t necessarily agree with the media text.

A negotiated reader is when the reader agrees & disagrees with the media text. They may accept the views of the media text however they could disagree with action being taken place.

An aberrant reader is where someone uses the media text in a complete opposite way & it has nothing to do with the media text itself.