AUDIENCE THEORY

RICHARD DYER

Dyer suggested that audiences consume media products as a form of escapism. He says they wish to escape reality and the negativity it brings. He said there were three reasons why audiences consume media:

• social tension
• inadequacy 
• absence 

These reasons are generated by reality and the consumption of media provides a Utopian solution. 

BLUMLER AND KATZ

These theorists created the uses and gratifications theory. This theory attempts to understand mass communication. It looks more at the consumer than the actual product. It says the audience are not passive but rather play an active role in choosing and interpreting media. The audience specifically choose media to satisfy their needs. Blumler and Katz said there are five things the audience are trying to fulfil when choosing media: 

• Being informed or educated 
• Identifying with characters of the situation in the media environment 
• Simple entertainment 
• Enhancing social interaction 
• Escape from the stresses of daily life 

HYPODERMIC NEEDLE 

This theory suggests that an intended message implied by mass media is directly and wholly received by the audience. However this is discounted by many people as it is based on assumptions on the human nature. It suggests the audience are completely passive or just empty receptacles waiting to be influenced. 

STUART HALL

Hall created the theory of encoding and decoding. Encoding means the creation of texts and decoding refers to the interpretation of texts. This theory explores how media messages are produced, disseminated and interpreted. It claims that media audiences are presented with messages that are interpreted differently based on an individuals culture, background and economic standing.