Audience Models

Audience Models

1. Passive

2. Active

3. Hypodermic Syringe Model

   • Media fills audience with dominant ideology- injecting media texts into the 'veins' of media audiences
     • Assumes all audiences are passive puppets that react to media
     • Can fill audience with dominant ideology, sexist and racist images etc.

4. Selective Filter Model

   • Three filters have degree of active choice for an audience. Selective exposure, Selective perception and Selective retention
     • Assumes audience have not been brainwashed (drip-drip)
     • Accepts that not all audiences are passive. Reinforced by Philo- personal experience

5. Cultural Effects Model

   • Argues media coverage of issues results in most people coming to believe that media perspectives are correct leading to a consensus that fails to challenge ruling class ideology
     • Excludes socially isolated- only active and passive members
     • Considers experience of audience

6. Two- Step Flow

   • Media messages are not directly accepted by audiences, rather they choose to adopt a particular opinion, attitude and way of thinking after negotiation and discussion with an opinion leader
     • Too deterministic with only two steps
     • Considers background of audience. OL- Influence through experience and expertise

7. Reception Analysis Model

   • Audiences make up their own mind through preferred, negotiated and oppositional reading
     • Suggest audience have control over media output but drip-drip effect has long term ideological indoctrination
     • Accepts not all readers are passive-different audiences respond differently