This is information about audience theory, created as part of my A2 Media Coursework.

1. AUDIENCE THEORY
A2 Media Coursework

2. HYPODERMIC-SYRINGE MODEL
• The ’Hypodermic-Syringe Model’ was developed in the 1920s and 1930s. It is a linear
communication theory, which suggests that all audiences read the media text in a similar
way. Thus may further imply that all audiences are passive and that there is no individual
preferences of media for these audiences; they will all respond to the messages of media in
a similar way.
• A very prominent example of this model was how audiences responded to war time
propaganda; it would be displayed to help recruit men into the army and it was expected
that audiences of this propaganda would respond to it similarly (in the affirmative),
especially prior and during World War II.
• However, in modern times, this theory has been described as both inadequate and outdated
because of the influence of technology on media and the constant release of new media.
The increasing number of different films in a cinema and the large amount of channels in a
TV cable enables the audience to control the media that they consume; they can be
exposed to different types of media of different genres, which suggests that audiences’
tastes are different.

3. THE TWO-STEP FLOW MODEL
• ‘The Two-Step Flow Model’ was developed in the 1940s and 1950s after sociologist, Paul
Lazarsfeld, rejected the ‘Hypodermic-Syringe Model’. ‘The Two-Step Flow Model’ suggests
that ideas flow from mass media to what Lazarsfeld describes as ’opinion leaders’, who
would then pass the ideas on to a wider audience. Unlike ‘The Hypodermic-Syringe Model’,
‘The Two-Step Flow Model’ maintains the audiences are active participants the
communication process.
• This idea has proven to be valid in modern times. In a paper written for the twentieth World
Wide Web conference in 2011, researchers found significant evidence, which suggests ’The
Two-Step Flow Model’ is present on social networking site, Twitter; researchers found that
ideas finds its way to people through popular and influential opinion leaders.
• Actor, Leonardo DiCaprio spread ideas and news regarding climate change on his Twitter
account in several attempts to persuade his fans to support the cause to stop climate
change and protect the environment, this is an example of the model in a modern day
context.

4. USES AND GRATIFICATIONS THEORY
• The ’Uses and Gratifications’ theory is an approach to understanding why and how people
actively seek out specific media to satisfy specific needs. It suggests that audiences are not
passive, but they take an active role in interpreting and integrating media into their own
lives. The theory holds that audiences are responsible for choosing the media to meet their
needs and fulfil specific gratifications.
• It is suggested that the uses and gratifications theory has to fulfil one of the following when
we choose a form of media:
• Identify – being able to recognize the product and person in front of you
• Educate – being able to garner knowledge and information
• Entertain – being able to enjoy what the audience is consuming
• Social Interaction – being able to have debates and interactions with other people after
consuming the product.
• The most prominent example of this theory is personal music selection. We select music to
fit our particular mood. There are different types of music that fulfil a different need (i.e.
EDM music is used to create a party atmosphere).

5. THE NATIONWIDE PROJECT
• ‘The Nationwide Project’ was conducted in the 1970s and 1980s by David Morley. He
conducted qualitative research with various participants from different educational and
occupational backgrounds. In the results, Morley proposed the three categories of readings:
the Dominant (or ‘Hegemonic’) reading, the Negotiated reading, and the Oppositional
(‘counter-hegemonic’) theory.
• The Dominant (or ‘Hegemonic) reading – the reader shares the programme’s ‘code’ (its
meaning, systems of values, attitudes, beliefs, and assumptions) and fully accepts the
programme’s ‘preferred reading’.
• Negotiated reading – the reader partly shares the programme’s code and broadly
accepts the preferred reading, but modifies it in a way, which reflects their position and
interests.
• Oppositional (‘counter-hegemonic’) reading – the reader does not share the
programme’s code and rejects the preferred reading, bringing to bear an alternative
frame of interpretation.