Audience Theory

The Two Questions

1. How powerful are the media in influencing the ideas and behaviour of the audience?
2. how does the media shape an audiences perception of the world?

Three Different Ways to Consume Media Texts 

• Primary Media
  These texts demand close and concentrated attention from the audience
• Secondary Media
  These texts provide a background for an audience who are often doing something else at the same time and are distracted
• Tertiary Media
  These texts are consumed by audiences who are almost unaware of their own engagement with the media

The Four Media Theory Models

1. Hyperdermic Needle Model
2. Two Step Flow Model
3. Uses And Gratifications Theory
4. Reception Theory