Audience Theory: Research

Three categories of the effects model:

Direct: These focus on the role the media has a strong and direct influence on audiences. This influence is usually negative.

Limited: These are sometimes called diffusion theories. They focus on the various ways audiences use the media to satisfy their own particular needs. For these audiences, the mass media has few direct effects.

Indirect: Theories in this category argue for a range of media effects. They suggest the media is slow and culminate rather than quick and direct in how it impacts on audiences.

Active Vs Passive Consumption:

Passive: A passive model of consumption suggest that texts have an effect on the audience.

A passive audience member accepts the message that the media text is trying to share and does not question what is being shared. 'The Hypodermic Syringe Model' concludes that audiences are passive.

Active: An active model of consumption suggest that audiences interact with the text to create meaning.

An active audience doesn't accept the message that the media text is trying to share and develops their own interpretations and thoughts about the media product. The 'Uses and Gratification theory' concludes that audiences are active.

Media Influences

Positive effects: 

• Social activity, it can be used to keep people company - effects some and is indirect
• Relieves boredom - effects some and has an indirect effect

Negative effects:

• Creates stereotypes directly
• Miss informs depending on text directly