Audience Theory

Why do audiences choose to consume texts? 

• To learn 
• Entertain 
• Because it's there
• A topic of interest 
• Preference 

How do they consume texts?

• Listen 
• Interact 
• See 
• Internet
• Television 
• Newspapers

What happens when they consume texts?

• Indoctrinate 
• Influence 

Three theories of audiences that we can apply to help us come to a better understanding about the relationship between texts and audiences; 

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

The Effects Model 

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

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