1. THEORIES OF AUDIENCE

2. THE TWO – STEP FLOW THEORY
Mass Media
Individual in social contact
With the Opinion leaders
Opinion Leaders

3. AGENDA SETTING THEORY ASSUMPTIONS OF THE THEORY
Media does not reflect reality, they filter and shape it
Media concentration on particular topic makes the people think only those topics as important ones.

4. 3 AGENDAS
MEDIA AGENDA
PUBLIC AGENDA
POLICY AGENDA

5. NARCOTISING DYSFUNCTION
As news about an issue inundates people, they become apathetic to it, substitution action on that issue for knowing about it.

6. HYPODERMIC NEEDLE THEORY
LINEAR COMMUNICATION THEORY
PASSIVE AUDIENCE
NO INDIVIDUAL DIFFERENCE

7. MAGIC BULLET THEORY Known as propaganda theory
The human action was a result of or response to external environmental stimuli.

8. FREUDIANISM Human action has three parts
ID: PLEASURE SEEKING PART OF THE MIND
EGO: RATIONAL MIND
SUPER EGO: INTERNALISED SET OF CULTURAL RULES

9. CULTIVATION THEORY
Audience are classified as Heavy Viewers and Light Viewers
First order effects – general beliefs about everyday world
Second order effects – specific attitudes towards law and order / personal safety. TV
VIEWING
INCIDENTAL INFORMATION
SOCIAL REALITY
learning
construction

10. SPIRAL OF SILENCE THEORY
Terms associated with spiral of silence
Double opinion climates – media opinion is different from audience opinion.
Silent majority – dominance of the minority opinion over the majority
Pluralistic ignorance – feeling of belonging to the minority when opposite is the case
Bandwagon – tendency to belong where the majority belong.
Snob effect – decrease in popularity of opinion cause its believed to be cheap

11. USES AND GRATIFICATION THEORY
Information:
Finding for relevant events.
Seeking advice to solve the matters and make decisions.
Satisfying curiosity and general interest.
Self-education.
Gaining a sense of security through knowledge.

12. USES AND GRATIFICATION THEORY
Personal Identity:
Finding reinforcement for personal values.
Finding models of behavior.
Identifying with valued other (in the media).
Gaining insight into one’s self.

13. USES AND GRATIFICATION THEORY
Integration & Social Interaction
Social empathy.
Gaining a sense of belonging.
Finding a basis for conversation & social interaction.
Clarifying social roles.
Enabling connection with family, friends and society.

14. USES AND GRATIFICATION THEORY
Entertainment
Free tension.
Getting aesthetic enjoyment.
Filling time.
Emotional release.

15. DISSONANCE THEORY
Selective Exposure : people expose themselves to those media messages that are in accord with their attitudes, interest and belief.
Selective attention: people are attentive towards a few media that complement our pre held attitudes and beliefs

16. DISSONANCE THEORY
Selective perception: psychological way of understanding the message so that its meaning is in line with a person’s belief or attitude.
Selective pretention: process by which people tend to remember best and longest information that is consistent with their existing attitudes, interest and beliefs.