Audience theories Flashcards
Define desensitisation theory
Audiences become immune to violence, sex and death in media
Power and responsibility theory
Curran and Seaton
Define power and responsibility theory
Media is controlled by a number of companies driven by power and profit
Hypodermic syringe theory
Harold Lasswell
Define hypodermic syringe theory
Media injects attitudes, beliefs and ideas
Uses and gratification theory
Blumer and Katz
Define uses and gratification theory
Audiences use texts for 4 needs: Information/education, companionship, identity and entertainment
Two step flow theory
Lazarsfeld and Katz
Define two step flow theory
Audiences shape their own opinions through influence
Media effects theory
Albert Bandura
Define media effects theory
Ideas are implemented into audiences directly
Utopian theory
Richard Dyer
Define utopian theory
Audiences use text to escape
Cultivation theory
George Gerbner
Define cultivation theory
Exposure to repeated patterns shape and influence the way we view the world
