Audience Theorys

Theory's are used in the media industry to suggest how the audience consume media products such as film in a mental way.

The hypodermic needle theory

This theory suggests that the audience is a passive audience, one which consumes media without thinking it through and doesn't seek to have any other evidence for the fact which the media has "injected" into them.

An example of this theory is during Halloween in America radio programming was interrupted by a news bulletin that stated the earth was under attack from aliens.  Approximately 12 million people in the United States heard the broadcast and about one million of those actually believed that a serious alien invasion was underway.

This theory is supported by cases in which people have seen things such as a horror movie and acted out the scene in real life. Suggesting they are a passive audience that because its seen in a media outlet thinks its ok to perform in real life.

Uses and Gratification theory

This theory suggests the audience is an active audience; it is not a passive one. The theory suggests the audience choose what media to listen too or consume; the media does not control the audience the audience controls the media.

For example using social sites like facebook is an active choice of the audience; they can choose if they want to consume it or not. Newspapers also back this idea; the audience chooses which one they want to consume if any at all.

Reception theory

This theory suggests the audience does not passively consume media and makes interpretations due to upbringing, social status, culture and life experiences.

 

The clip below isn't an opening sequence but that start of the film that shows the hypodermic needle theory. It does this through the way in which the piece is constructed: there is no room for interpretation. They manipulate how you feel during the clip.

 



The opening sequence below demonstrates the Uses and gratification theory which suggests that the audience are constantly challenging the media in front of them and interpreting them in different ways. This is demonstrated by having no story line and leaving the audience to guess and interpret what is going on.