audience theories

AudienceTheoryFoundation Production

These theories help us to deconstruct the relationship between audience and text

The Hypodermic Needle Model

Sometimes referred to as the Silver Bullet Model (Schram1982), this is the idea that the mass media are so powerful that they can 'inject‘ their messages into the audience.

The Hypodermic Needle Model

Sometimes referred to as the Silver Bullet Model (Schram1982), this is the idea that the mass media are so powerful that they can 'inject‘ their messages into the audience.

The Hypodermic Needle Model

Sometimes referred to as the Silver Bullet Model (Schram1982), this is the idea that the mass media are so powerful that they can 'inject‘ their messages into the audience.

The Hypodermic Needle Model

The Hypodermic Needle Model

The Hypodermic Needle Model

The idea that an audience can be precisely targeted by a “magic bullet”. Then they irresistibly fall down when hit by the bullet.

The Hypodermic Needle Model

The idea that an audience can be precisely targeted by a “magic bullet”. Then they irresistibly fall down when hit by the bullet.

In brief - it is the idea that the makers of media messages can get us to do whatever they want us to do.

The Two Step Flow Model

The Two Step Flow Model

• A more sophisticated idea...

The Two Step Flow Model

• A more sophisticated idea...

• Ideas are filtered through opinion leaders

The Two Step Flow Model

• A more sophisticated idea...

• Ideas are filtered through opinion leaders

The Two Step Flow Model

• A more sophisticated idea...

• Ideas are filtered through opinion leaders

• This waters down the message diminishing the power of the media

The Two Step Flow Model

• A more sophisticated idea...

• Ideas are filtered through opinion leaders

• This waters down the message diminishing the power of the media