Audience theories
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The document discusses two models of audience theory: the Hypodermic Needle Model and the Two Step Flow Model. The Hypodermic Needle Model suggests that media messages can directly influence audience members like a "magic bullet". The Two Step Flow Model proposes a more sophisticated view where media ideas are filtered through opinion leaders in the community before reaching others, diminishing the power of the direct media message.
Audience theories
- 2. These theories help us to deconstruct the relationship between audience and text
- 3. 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.
- 4. 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.
- 5. 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.
- 6. The Hypodermic Needle Model
- 7. The Hypodermic Needle Model
- 8. 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.
- 9. 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.
- 10. The Two Step Flow Model
- 11. The Two Step Flow Model A more sophisticated idea...
- 12. The Two Step Flow Model A more sophisticated idea... Ideas are filtered through opinion leaders
- 13. The Two Step Flow Model A more sophisticated idea... Ideas are filtered through opinion leaders
- 14. 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
- 15. 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