Audience Theories

The Hypodermic Needle Model
Suggests that audiences believe everything they see in the media.
Uses and Gratifications
What audiences get out of media and how they use it for an outlet.
Reception Theory
How audiences receive informations depending on their cultural backgrounds.
Preferred Reading
What media producers hope audiences will interpret from their texts.
Oppositional Reading
When audiences apply there own beliefs to what they are shown in the media, rejecting the preferred reading.
Negotiated Reading
An audience that understands the preferred reading, but creates an unbiased opinion of the media producers text and forms an original belief.
Web 2.0
Makes it possible for audiences to use the Web as their own outlet. It is a place where the audience has as much power as media producers. They have their own opinions and are opposite to the traditional models of an audience.