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 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

Human beings are naturally curious and we want to satisfy this curiousness.

• Personal Identity

• Information

• Integration and Social Interaction

• Entertainment

We use the media simply for enjoyment, entertainment or just fill time.

• Personal Identity

• Information

• Integration and Social Interaction

• Entertainment

We turn to media for information we need so we can integrate and interact with social group.

• Personal Identity

• Information

• Integration and Social Interaction

• Entertainment

We watch TV to confirm who we are and look for models for our behavior.

• Personal Identity

• Information

• Integration and Social Interaction

• Entertainment

The reader fully shares the text’s code accepts and reproduces the preferred reading.

• Negotiated Reading

• Oppositional Reading

• Positive Reading

• Dominant Reading

The audience partly shares the text’s code, broadly accepts the preferred reading but sometimes resist and modifies it in a way that reflects one’s own opinion, lived experiences and other opinions

• Negotiated Reading

• Oppositional Reading

• Positive Reading

• Dominant Reading

The audience takes a direct oppositional stance to the dominant code of the media and information texts and resist it completely

• Negotiated Reading

• Oppositional Reading

• Positive Reading

• Dominant Reading

Which of the following are under Reception and Resistance Theory. (3 possible answers)

• Negotiated Reading

• Oppositional Reading

• Positive Reading

• Dominant Reading