Audience Theory

Passive audience are people who accept the message that is being given by the media.

Active audience are people which question the message being given by the media and respond to it, also creating their own meanings towards it.

Interactive audience is people who create their own media texts and influence people by there media texts.

The hypodermic needle model theory:

hypodermic needle model is a theory which explains who audiences react to mass media. showed that audience had the messages going straight to there minds. in this theory the media messages are excepted by the audiences and that the audience have no way of interpreting the texts.

Reception theory:


reception theory is who the audience understand the text. is that it is based on the fact that more  cultural similarities there are between audience members and the affect of the media texts and who they understand it.