Reception theory

The reception theory assumes that producers or directors construct a text encoded with hidden
message or meaning that the producers or directors want to convey across to the audience. If done
correctly the audience will be able to pick up the meaning or message straight away, but the
audience will need to be reminded of the message throughout the film this could be done through
character dialogue or actions within the film. Reception theories that are built on this ground cannot
provide a more or less coherent framework for doing criticism, they cannot provide a rational and
coherent argument that disputes the notion that a text has a meaning. Putting into question the
theories credibility.

Hypodermic needle method

The Hypodermic Needle theory suggests that the media 'injects' information into a passive audience,
using reinforcement. By reinforcing ideas through the use of mass media, the media are able to
manipulate and persuade audiences even if they are not aware of it. Mass media and Hypodermic
needle theory often are combined in the media to give a stronger influence over an audience.
Showing its credibility.

Uses & Gratification

(Katz, 1959) assumes that members of the audience are not passive but take an active role in
interpreting and integrating media into their own lives. The theory also holds that audiences are
responsible for choosing media to meet their needs. The approach suggests that people use the
media to fulfil specific gratifications. Many people have criticized this theory as they believe the
public has no control over the media and what it produces. It can also be said to be too kind to the
media, as they are being 'let off the hook' and do not need to take responsibility for what they
produce.

Passive audience

A passive audience is an audience that has no influence over the outcome of the programme. They
cannot change it in any way and it is up to the writers to decide what happens and when. An
example of this is Eastenders. The script is written six weeks in advance and will be shown whether
the audience likes it or not. TV is traditionally seen as being passive. The disadvantage to having a
passive audience however, is that the audience is not as loyal.

Active audience

An active audience is the opposite. An active audience can interact with the programme and tell
them their views, and what they would like to see. They can influence the outcome of the whole
show. An example of this is The X Factor. In this the audience interact by ringing up to vote for their
favourite act, so the other ones get knocked out. This determines the whole show, as there is no way
of knowing the outcome at the beginning. Mediums such as books and magazines almost force the
reader into becoming an active audience. An advantage to having an active audience is that the
audience can choose what they want to see, meaning that they are more likely to watch it.