The document discusses several theories about how audiences interpret media texts: 1) The Hypodermic Needle Model suggested audiences passively receive information without processing it, but this was later disproven. 2) The Two-Step Flow theory found information does not directly influence individuals but is filtered through opinion leaders. 3) Uses and Gratifications theory views audiences as active consumers who use media texts for different reasons like diversion, social interaction, or personal identity. 4) Reception Theory examines how individual characteristics like age and gender affect how texts are interpreted, though producers can encourage a "preferred reading" through codes and conventions.

1. Audience
James Perkins
Monday, 5 September 11

2. A media text itself has no-meaning
until it is decoded by an audience.
Monday, 5 September 11

3. The Hypodermic Needle Model
First to attempt to explain how mass media was perceived
by audiences.
Suggested that audiences passively receive the
information without processing or challenging the data.
Dates back to the 1920’s, started to use propaganda.
The experience, intelligence and opinion of the subject are
not relevant to the reception of the text. Can be
manipulated by the media-makers to think or do
differently. Still quoted today e.g. young children
watching rap videos etc
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4. Two-Step Flow
Hypodermic Model proved too clumsy to precisely explain
the relationship between the text and the audience.
Mass media was now an essential part of life.
Analysed the decision-making processes of the 1940
presidential election.
Information does not flow directly into the individual’s
mind but filtered through “opinion leaders” who then
communicate it to less active associates who are
influenced by them.
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5. Two-Step Flow
The audience meditate the information and apply the
ideas and thoughts from opinion leaders, not being
influenced by a direct process.
But by a ‘Two-Step Flow’
This made the media less powerful and they concluded
social factors were also important in the way the
audience received media-texts.
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6. Uses & Gratifications
During the 1960’s, the first generation to grow up with
television became adults.
It became apparent that they made choices when
interpreting media texts.
Audiences were made up of individuals who actively
consumed texts for different reasons in different ways.
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7. Uses & Gratifications
In 1958 Lasswell suggested that media
texts had the following functions for
individuals and society;
Surveillance
Correlation
Entertainment
Cultural Transmission
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8. Uses & Gratifications
However, a theory published in 1974, gave other purposes
for why they might choose and use a text
Diversion - escape from everyday problems and routine
Personal Relationships - using the media for emotional
and other interaction e.g. soap operas for family life.
Personal Identity - finding yourself related in texts,
learning behaviour and values from texts
Surveillance - information which could be useful for
living e.g. weather reports, financial news, holiday
bargains
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9. Reception Theory
This theory extended on the concept of active audiences
and how they interpreted the text but also how their
individual characteristics such as age and gender
affected their reading.
Based on the encoding/decoding model. Encoded by the
producer and decoded by the reader.
There may be major differences between the same reading
because of how it is decoded.
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10. Reception Theory
However, using recognised codes and conventions and
drawing upon audience expectations such as genre and
use of stars, the producers can position the audience.
They can then create a certain amount of agreement on
what the code means.
This is called ‘Preferred Reading’
Monday, 5 September 11