Research and Planning: Audience Theories

The Hypodermic Needle Theory
What does this theory suggest? 
This theory suggests that an intended message is directly received and understood by the audience, the mass media having a direct effect on the viewer. This being immediate and powerful.
Strengths of this approach? 
If the media is positive, then it has a positive effect on society. This also gives the media power, as it shows that the media can influence societies ways of thinking.
Weaknesses of this approach?
Assumes that we cannot have out own experiences, or views on the world. We only believe what we are told by the mass media.
Cultivation Theory 
What does this theory suggest?
This theory suggests that the more that we are exposed to the media, through film or television, the more we start to take this outlook on the world. For example, if we watch a lot of films which contain violence, we begin to see the world in a negative way; believing that it is this way.
Strengths of this approach? 
TV carries power and influences the way we live.
Weaknesses of this approach?
Forgets that family/social/financial situation can affect our upbringing.
Desensitisation
What does this theory suggest? 
The theory of desensitisation suggests that the more we are exposed to something through the media, the less surprised we are by these acts. For example, if they are constantly exposed to violence through the media, we are less shocked by these events, for example we are not as shocked by blood or gore.
Strengths of this approach? 
Theory which explores how much violence we are exposed to
Weaknesses of this approach?
Some people may not see this violence to be anything less shocking in real life. They could still find events horrendous, despite how much they are exposed to. We cannot prove that someone does not find an event shocking.
Modelling/Copycat Theory
What does this theory suggest? 
The theory of modelling/copycat suggests that if something gains a lot of publicity in the mass media, for example violence in films, then people in real life will copy this.
Strengths of this approach? 
Can be seen through certain crimes carried out in the real world. for example the killer who posed as the joker, or Grand Theft Auto killings.
Weaknesses of this approach?
We could say that mental state is not taken into account, someone who copies these acts may also be mentally ill, as it is clearly not normal for someone to act out something which they have seen in a film.
Uses and Gratifications Theory
What does this theory suggest? 
The theory of Uses and Gratifications assumes that we are more intelligent, and will only take from the film what it is that we need, and leave behind the information that we do not. We do not have the urge to copy films.
Strengths of this approach? 
We determine what is on screen, assumes we are intelligent, we understand the media and take from it what we need.
Weaknesses of this approach?
Assumes that the media has no power, and cannot influence us.