Audience Theory

Audience Theory

Signs and Signifiers

Signs can be something that is in a physical state that we give meaning to. A signifier is something that we can physically see and make our own predictions on what it could mean, such as pictures, words, music etc. The signified is what we attach to the signifier and its meaning. Signs cannot be put together with meanings at random because people think differently due different social backgrounds and upbringings.

Hypodermic Needle Theory

The hypodermic needle theory is based around what a needle/syringe do which is injecting something into something else. For example in media the hypodermic needle is injecting ideas, attitudes and new beliefs into an audience. Films affect people and advertising now so sometimes this theory can work.

The main theory behind the hypodermic needle is that watching certain things can influence people to do things that they isn’t in their nature. For example watching crime films or games like Grand Theft Auto can lead to people copying what they see, a big example is that kids fight after watching programs such as power rangers.

Two Step Flow

The step flow says that we are more likely to be influenced and affected by the media if we discuss it with others.

We change our view on things a lot, especially if we see someone who we idolize on the tele have a certain opinion on something that you may not of agreed with at first but you will then change your opinion because of the person you idolize has a different opinion to you. These are called opinion leaders.

Uses and Gratifications Theory

We all use media for different types of use. We choose what we want to watch on tele.

Information- we may watch television to find things about what is happening in the world. This is so that we satisfy ourselves so we are not curious anymore.

Personal Identity- this is where we watch tele for models of our own behavior. For example watching soaps where characters are in similar situations or are a similar character to you.

Integration and Social Interaction- we may use the media to gain more knowledge about circumstances of other people by using sympathy or empathy.

Entertainment- the last one is that we watch stuff for enjoyment, or so we can relax or to purely pass time when there is nothing else to do.

I’m using these theories so that I can use signs to signify thing in my film trailer, I can try and use the hypodermic needle theory to try and inject some other ideas into peoples heads about British youths.