1. Audience
theories

2. Hypodermic syringe theory
 Suggests that media
messages are injected
straight into a passive
audience which is
immediately influenced
by the message
 We receive these
messages from media
products e.g. TV or the
radio
 Designed to trigger a
desired response
 Since the audience is
young, it is easier for
them to accept
messages which they
read. I am relying on
my audience to accept
this theory and take in
what they read.

3. The uses and gratifications model
 Suggests that media users
play an active role in
choosing and using the
media
 Media theorists say that the
user seeks out a media
source that best fulfils the
needs of the user
 User has 4 basic needs:
 1.) Diversion – they need to
relax
 2.) Personal relationships –
use media to fulfil needs for
company (Social groups)
 3.) Personal identity – use
media to find out about
yourselves
 4.) Surveillance – using
media to find out what is
going on around us

4. The influence model
 Dominant – the one that the producer
wants you to take (this is what my
audience will accept as they are young,
and accept most things that they read)
 Oppositional – opposite to what the
producer wants you to take
 Negotiated – recognises dominant reading
but changing it to suit themselves