Audience Theory
The Gratification Model
The gratification model is the opposite of the effects model. This model is where the audience would be active. The text within any media is taken in their own way for their own pleasure. This means the audience can use or play with media meanings as they see it.
The audience use media texts to gratify the needs for diversion, information, please and comparing relationships and lifestyles with theirselves.
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The Reception Theory
The reception theory is the theory where a producer adds a hidden meaning or message into their media.
There are three diffeent types of decoding: Dominant is where the message is decoded by the audience in which the audience agree with how the producer has portrayed the message.
Negotiated is where the audience have accepted or rejected the message within the media. So this means they would not agree or disagree with the text.
Oppositional is where the meaning is dominant and is rejected for cultrual or political reasons.
The Effects Model
The effects model is normally classed as negative. The consumption of media texts has an effect or influence upon the audience. The media audience tend to be passive and powerless to stop the influence as it plays an effect on the audience. It is like a Syringe and it is being injected into the audience. This is demonstrated with the Bobo doll experiment. The bobo doll experiment is where some children watched adults play nicely with a doll and some children watched other adults abuse a doll. The results were to see if the children would act the same with the doll afterwards. 88% of the children copied the violent behaviour from the adults that abused the doll.