audience theory

Audience theory 

Two step flow:

The two step flow theory is where there is a main opinion leader and they share their views on a song or a movie trailer on facebook or word of mouth and then other people take note of what they say and then look at it themself. By promoting the media through the two step flow, it gets across to people faster because the followers of the opinion leader become opinion leaders themself if they go on and spread the word.

Hypodermic needle:

The hypodermic needle theory implies that the media has a fast and powerful influence on the audience through the mass media by injecting them with information that is usually false which influences the way the audience think and feel about a subject.




Uses and gratification:
The uses and gratifications theory focus on why people use a particular mode of media rather than judge it on content. Blumler and Katz (1973) came up with four reasons as to why people may watch television:

1. Information:
People may watch it in order to find out about recent/relevant events which are happening in the area or around the world. People also might watch it to gain knowledge to learn about new things.

2. Personal identity:
People might watch it because they are finding models of behaviour. Or it might be because you develop 'celebrity crushes', so you follow a certain programme because you like an actor.

3. Intergration and social interaction:
Some people may watch it because they feel like they can relate to specific circumstances or events and relate to it. It can also be watched because everyone else is watching a programme or a film and you don't want to feel left out so you watch it aswell.

4. Entertainment:
Finally, media can be used to escape from your problems and just simply relax!