Audience TheoriesBy Thomas Hall

Hypodermic needle/ Magic

bullet theory. The hypodermic needle theory is basically the theory

that the media “Injects” the information and message

directly into the heads of the intended audience, who

absorb the message in it’s entirety. The use of the words

“hypodermic needle” makes the the person think of a

direct injection of the information, which is what the theory

is all about.

Uses and gratifications theory. The uses and gratifications theory is about how people

search for certain media types that will appeal to or

please the need for more knowledge, social interaction or

diversion/ escapism. These are the more common

reasons in which people use the media for in this theory.

Reception theory. The reception theory is basically the idea that the

producers/directors/ editors “encode” a film, which

includes certain codes and conventions which the

audience then “decodes” and dissects this film, however

the eventual decoding of the film may end up with a new

look/ view on the film which was not intended by the

directors etc. The decoding sequence can often be

altered dramatically by the age, class, gender and

ethnicity.

Two-step flow theory. The two-step flow theory Is based on the idea that

information and messages from the media do not “flow”

directly to the audience, the first pass through people

called “Opinion leaders” who first the media goes through,

which is then “programmed” with messages and opinions

which then flows to the target audience.