Audience Theory

There are three theories of audience that we can help us come to a better understanding about the relationship about the relationship between texts and audience.


1. The Effects model or the Hypodermic Model.
2. The uses and Gratifications.
3. Reception Theory.

The Effects Model


The consumption of media texts has an effect or influence upon the audience.
It is normally considered that the effect is negative.
Audiences are passive and powerless to prevent this influence.
The power lies with the message of the text.
This Model is also called :

The Hypodermic Model
Here, the messages in media text are injected into the audience by the powerful, syringe - like media.
The audience is powerless to resist.
Therefore, the media works like a drug and the audience is drugged, addicted, doped and duped.