Research and Planning: Audience Theories

The 'hypodermic needle' model - Suggests that an intended message is directly received and wholly accepted by the receiver.

The Cultivation Theory - Suggests that television viewing can have long term effects that gradually affect the audience.

Desensitisation - Suggests that because people are exposed to so much violence in the media violence no longer makes a strong emotional impact on them.

Modelling or Copycat Theory - Suggests that audiences will copy what they see in the media.

Uses and Gratifications Theory - Suggests that we take what we want from the media.