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Monday, 4 October 2010

Planning & Research - Audience theories

Hypodermic needle model - The Hypodermic needle model suggests that mass media has a direct & powerful impact on its audience much like the intended message is being directly injected into the mind of audience.

Cultivation Theory - Cultivation theory says that mass media has become the main source of storytelling in today's society. Allowing the audience to be molded by the main sources of media.

Desensitisation model - This theory states that audience as a whole have become less effected by serious issues & extreme crime or violence as we have become a custom to such acts due to their common use in mass media.

Copycat Theory - This theory states that certain members of the audience tend to copy certain acts seen in mass media.

Uses and gratifications theory - This theory states that audience is more intelligent than other theories give credit for suggesting that an audience seeks out media to supply a need.

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