Research and planning: Audience theories

The hypodermic model:

The hypodermic mode suggests that messages from the media are "injected" straight into our brains. Some theorists suggests that the media can be addictive; like drugs.

Cultivation theory:

The more people watch media the more likely people are to have their world view influenced by the media. The problem is that it will make people develop false views of the world.

Desensitisation:

This theory suggests that the more violence people are exposed to the less people are affected by it: it is said that more violence seen on screen makes us desensitised to real life violence.

Modelling theory:

Also known as the copycat theory and it suggests that whatever people see in the media causes people to copy the actions and behaviour seen. No research supports this interpretation, and is normally maintained by the press.                                        

Uses and gratifications theory:

The theory says that people interpret media differently depending on their personality situation and background. it says media does not change beliefs already developed over a persons life.