Audience theory

There are many audience theories like:

- Hypodermic needle
- Two step flow
- Uses and gratification
- Reception theory

Hypodermic needle:

This theory suggests that a mass audience passively receives information without any attempt to challenge the data given to them via media text

Two step flow:

this suggests that information doesn't flow directly into the minds of its audience unfiltered, but it is filtered through "opinion leaders"who then communicate it through to a less active associates over whom they have an influence.

Uses and gratification:

This theory suggests that audiences don't passively accept media but they consume it for reasons like;

- Surveillance
- Correlation
- Entertainment
- Cultural transmission

Reception theory:

This theory suggests that people consume media down to their individual circumstances (age, gender, class, ethnicity).