Audience Theory

Uses and Gratifications Theory

• audiences are active receivers of meaning/ideas/values/messages - they do things with the text for their own gratification/satisfaction.
• Music videos

Many audiences watch music videos for the following reasons, most of the below reasons are due to the passiveness of absorbing information.

1. seeing what you like
2. to update your phone or ipod to have the latest music.
3. human desire to know what was new
4. story telling - entertainment
5. the dress and attitude - associations.

• Short films

1. moving poetry - a limited time to create a meaning.

Hypodermic Needle Effect/Magic Bullet Theory

• the mass media s so powerful that it can target the audience directly with an messages it has.
• argues that media audiences are passive receivers of meaning/ideas/values/messages.