Audience theory research

The effect model

The effects model in one of the seven theories which we will be looking at in order to be able to answer the questions for our A2 exam. This theory consists of the idea that media conventions such as advertisements or music has an effects on the audience. The effects from this theory is said to be able to influence peoples behaviour and perception on things, for an example, rappers are well known for writing gang related music and present police in a bad way via the words they use to describe them. This is common amongst many rappers and what this theory says is that many teenagers (who are the target audience for such music) will also gain the impression that the police unit are bad people which can reflect in the way they act as it can make them more rebellious or even encourage  them to join local gangs. This theory is a linear communication method meaning media conventions such as advertisements and music directly inject messages into the audiences mind and they are powerless to prevent the influences.

If this theory is true audiences watching our music promo video would want to reminisce on there childhood days of wanting to be Superman and watching Superman movie and TV programmes. Our promo video may also make views aware of music genre Ska as it not a highly recognised/rated type of music. Our music promo may also encourage viewers to start listening to Ska music as our video to the song makes the music look fun and vibrate.

The uses and gratifications model

This theory says that audiences use media conventions such as TV to satisfy there own needs. It supports the idea that we are in control on how we want the media to influence us. This idea is exact opposite to the effect model as this theory states that the audience is active instead of passive. Because the audience is in control they can use the media in a beneficially way to gratify their needs and also pleasure themselves. The media can provide the audience with positive element such as escapism, e.g. On a PlayStation console playing Lord of War Craft, users can use this to escape from reality.

If this theory is put into practise on our music promo video then our video would be seen as a pleasurable element to the audience because our video is hilarious and energetic which the audience will find entertaining to watch.

Cultivation theory

This theory says that repeated exposure to a text will desensitise the audience. This means that audiences become less effected by media influences. However, this theory can be seen to be too simplistic as an personal experience from our media teacher was shared. He stated that when he was younger he loved watching horror films such as The Exorcist he could watch over and over again due to the thrill they offered. As time went on and he grow older he said now he cannot cope with the horrific images horror films offer and he find them ridiculously frightening therefore he doesn't watch horror films anymore. This evidently proves that the exposure to a specific text doesn't not necessarily desensitise the audience.

Two-Step Flow theory

This theory states that media effects are established through the personal influence of opinion leaders rather than the direct influence suggested by the effect model. The opinion leaders are normally someone or something which is well recognised, respected and popular. The social networking site twitter is a perfect example of this as many people follow celebrity's and other icon figures. These people will tweet about whatever topic they wish to share with their followers, these tweets will influence followers especially the ones who look up to them. Such opinionated ideas then get spend out as people tell their friends and family which is how assumptions are made on the topic which is not directly from the media.