THEORIES OF AUDIENCE

THE TWO – STEP FLOW THEORY Mass Media Individual in social contact With the Opinion leaders Opinion Leaders

AGENDA SETTING THEORY ASSUMPTIONS OF THE THEORY Media does not reflect reality, they filter and shape it Media concentration on particular topic makes the people think only those topics as important ones.

3 AGENDAS MEDIA AGENDA PUBLIC AGENDA POLICY AGENDA

NARCOTISING DYSFUNCTION As news about an issue inundates people, they become apathetic to it, substitution action on that issue for knowing about it.

HYPODERMIC NEEDLE THEORY LINEAR COMMUNICATION THEORY PASSIVE AUDIENCE NO INDIVIDUAL DIFFERENCE

MAGIC BULLET THEORY Known as propaganda theory The human action was a result of or response to external environmental stimuli.

FREUDIANISM Human action has three parts ID: PLEASURE SEEKING PART OF THE MIND EGO: RATIONAL MIND SUPER EGO: INTERNALISED SET OF CULTURAL RULES

CULTIVATION THEORY Audience are classified as Heavy Viewers and Light Viewers First order effects – general beliefs about everyday world Second order effects – specific attitudes towards law and order / personal safety. TV VIEWING INCIDENTAL INFORMATION SOCIAL REALITY learning construction

SPIRAL OF SILENCE THEORY Terms associated with spiral of silence Double opinion climates – media opinion is different from audience opinion. Silent majority – dominance of the minority opinion over the majority Pluralistic ignorance – feeling of belonging to the minority when opposite is the case Bandwagon – tendency to belong where the majority belong. Snob effect – decrease in popularity of opinion cause its believed to be cheap

USES AND GRATIFICATION THEORY Information: Finding for relevant events. Seeking advice to solve the matters and make decisions. Satisfying curiosity and general interest. Self-education. Gaining a sense of security through knowledge.

USES AND GRATIFICATION THEORY Personal Identity: Finding reinforcement for personal values. Finding models of behavior. Identifying with valued other (in the media). Gaining insight into one’s self.

USES AND GRATIFICATION THEORY Integration & Social Interaction Social empathy. Gaining a sense of belonging. Finding a basis for conversation & social interaction. Clarifying social roles. Enabling connection with family, friends and society.

USES AND GRATIFICATION THEORY Entertainment Free tension. Getting aesthetic enjoyment. Filling time. Emotional release.

DISSONANCE THEORY Selective Exposure : people expose themselves to those media messages that are in accord with their attitudes, interest and belief. Selective attention: people are attentive towards a few media that complement our pre held attitudes and beliefs

DISSONANCE THEORY Selective perception: psychological way of understanding the message so that its meaning is in line with a person’s belief or attitude. Selective pretention: process by which people tend to remember best and longest information that is consistent with their existing attitudes, interest and beliefs.