Audience theory refers to the behaviour of audiences with regard to media texts. This basically refers to the reaction that people have after viewing a specific media text. Firstly the hypodermic theory. This refers to the idea that audiences are injected with a specific text therefore directly influenced by what they are viewing. The next theory is the Cultivation Theory. This was Gerbner's view that watching television affects peoples views of the real world. He argued that television reinforces values already present in a culture and to support the dominant ideologies. For example violent sex scenes in films can connote the harms of rape within society.
Lastly uses and gratifications may be an example of a type of audience theory. This theory refers to the idea of what people do with the Media rather than what the media does to people, arguing that audiences are free to pick and choose from a wide range of media products to satisfy their own needs.
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