There are seven theories for how audiences react and what causes them to react in these ways.These theories show a change as they have been developed over the last century.
The order of the theories starts with the earliest at the top to the most recent at the bottom of the page.
The Hypodermic Model
The original model for theory of audiences was this one, also called The Effects Model, because it explains the effects of mass media on audiences.
It discusses the idea that audiences are 'injected' with ideas and meanings that make people behave in a way that controllable. Such think was behind the Nazi propaganda which was evident in Triumph of the Will and other films alike.
The model suggests that dictatorships are similar in their desire to have complete control of the media.
The Inoculation Model
This model suggest that audiences that are exposed to much of the same media for a long time makes them 'immune' to effects as mentioned in the Hypodermic Model.
It also suggests that the complexities of human behavior make it unpredictable for mass media. Media can however effect peoples trends and fashion but not personalities which methods to force people's personalities to change is seen as elitist
The Two Step Flow
The two step flow is a theory where people discuss texts in media that they have experienced with others. Their opinions about these texts a defined and can vary within the levels of respect for the other people. A person who is highly respected is seen as an 'opinion leader'. These people can control the opinions of whoever respects them about certain media which they are interested in.
Uses and Gratifications Model
This theory supposes that media texts are made to satisfy the need of a person. There are four different audience needs:
- Entertainment
- Identity
- Information
- Social Interaction
The satisfaction of feeling a sense of identity comes from the interest in other people, mainly stars through music videos and stars who set a new trend for these individuals by what they wear or how they behave, etc.
Audience's need for information comes from documentaries or new programs, the news via radio or articles.
Some individuals need social interaction, and that need is satisfied through the interaction with media (stars) which links to Dyer's stardom theory about the sense of interaction through a star's availability and ordinary and extraordinary focus.
Reception Analysis
This is really an extra to the Uses and Gratifications Model explaining the principle that audiences react differently to media texts because of social values, e.g. age, gender, class, race.
The Active Audience
Where the individual's opinions are put into three categories:
Dominant: When people strongly agree with what is in the media texts.
Negotiated: When people are unsure of a decision and discuss it's value to them often including the Two Step Flow theory.
Oppositional: When people strongly disagree with what the media text says.
The Ethnographic Model
The focus on typical domesticated cultures and audiences reception of the media texts. People are given a satisfaction of their own clever knowledge through the use of these cultures in media.
Copy and paste this link to access the survey I set up using SurveyGizmo. I created this survey to aid me in choosing my target audience, Firstly by adding questions that would receive information about what type of audience they were, e.g. what age and gender. Then I asked them how often they watch music videos and which genre they were so I can tell what genre of music I should go with that receives the highest views and interest.
http://www.surveygizmo.com/s3/1360699/Music-Video-Survey
The next survey I have done is for my genuine interest in the age of audiences and how that relates to the Uses and Gratifications Model. I put some other questions about their reaction to most music videos they watch and what influence music videos have on them through Reception Analysis and the Inoculations Model.
http://www.surveygizmo.com/s3/1361678/Music-Video-Survey
Target Audience
The target audience for my music video will be males and females of ages 10 to 20 years old, because of their contribution to the survey, and I will proceed with the chosen song as the song itself is aimed at a young audience because of its modern Christian rock/pop style and its overall use in the youth group, Destiny, where about 200 youths come each week. The music video will be aimed more locally at first because of the band's impact on young people in Nottingham.
From the two surveys, I have learned that young people like mostly pop and indie/rock which leaves the song close by with a similarly enthusiastic genre. The style for the band is also similar to indie fashion in what they wear, e.g. skinny jeans, leather jackets and smart shirts and jumpers. The hairstyle of the Destiny Band is also similar.
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