Theory's

Hyperdomic Needles

This theory is one of the most famous theories that analyzed between audience and media. The theory was developed in the early 1920's with the start of mass media, radio and cinema. The theory suggested that mass media can easily influence a large group of people with out challenge and opposition from people. Media producers and creators can manipulate the audience and inject the information they want to send out.

One theory is if a person watches a violent movie then that person would do violence. A good example of this is the serial killer Jeffrey Dahmer who watched a violent movie before each crime he committed.

The Hypodermic Needle Model also implied media had a direct, immediate and powerful effect on its audience. During the 1940's to the 1950's it was perceived as a powerful influence on behavior change.

Uses and Gratification

Media users play an active roll in choosing and using the media. Users take an active part in the communication process. The theory can be seen in cases such as personal music taste, we select music not only to fit a mood but to also to show empowerment or other socially conscience motives. an audience-centered approach. When an audience actively seeks out media, they are typically seeking it in order to gratify a need. For example, in social situations, people may feel more confident and knowledgeable when they have specific facts and stories from media to add to conversation. By seeking out media, a person fulfills a need to be informed.

Reception Theory

Reception theory provides an understanding of media texts by understanding how these texts are read by audiences. People that analyze media through reception studies are concerned with the experience of cinema and television viewing for audiences and how meaning is created through that experience.