Audience theory – Linear models

Effects/ hypodermic syringe theory

This theory was developed in the 1920’s, it is where the audience is effectively ‘injected a message by the media, they will agree/ believe this message. This is an example of a passive audience.

Two step flow theory

Developed in the 1940’s,
Sender ---- Message ---- Receiver
Ideas travel from the mass media – to opinion leaders – to passive individuals in society.

Uses and gratifications theory

This theory was developed in the 1960’s and states that the audience uses the media to do four things,
-diversion
-personal relationships
-Personal identity
-surveillance
This is a slightly more modern theory but still considered out of date, however it does involves an interactive audience.

All of the above theory’s are considered to be out of date in the modern society as consumers are a lot more opinionated than first thought and are likely to voice their opinions, new theory’s are a lot more complex as theorists look more deeply into this.