AUDIENCE THEORY

The hypodermic needle theory is also referred to as the magic bullet. Katz and Lazarfeld say the model is rooted in 1930s however it is now outdated. The image of the direct effect is based on the assumption that the audience are passive, it does not take into consideration the intelligence and experience of the audience. This theory cannot coexist with our marketing package because our products are supposed to be thought provoking for the audience therefore if the audience is passive they would not be able to interact and relate to our marketing package.

The two-step flow of communication hypothesis was first introduced by Paul Lazarsfeld, Bernard Berelson, and Hazel Gaudet in The People's Choice, a 1944 study focused on the process of decision-making during a Presidential election campaign. The Two-Step flow theory diminishes the power of the media by sharing media through opinion leaders, this dilutes the media therefore relinquishing control unlike the hypodermic needle theory. This model would be highly effective with our marketing package because we want to send a message through our media products so through this we would be able to contact a large market even though we are operating within a niche market.

USES AND GRATIFICATION THEORY

Uses and Gratification theory is a popular approach to interpreting the media. The theory places focus on the audience and how people do with media rather than what the media does to people. It assumes that the audience is not passive but plays a active role when interpreting the media into their lives. The theory suggests that people the media for self gratification. There are four stages: Identify, Educate, Entertain and Social Interaction. It is evident in peoples choice of music and DVD collection. This model would aid our marketing campaign because it means that the audience would take a direct interest into our product and would be able to provide feedback on how the campaign affected them.

DYERS UTOPIAN SOLUTION THEORY

Richard Dyer states that people will respond to a media text if it offers them compensation for the inadequacies in their own lives. Through the media audiences can vicariously live their lives and fulfill their wants and needs, leading them to strive to a utopian life. Our marketing campaign may serve a comfort to those in the audience who suffer with mental illness and those who have some role confusion within themselves. Additionally our magazine article may contact the audience directly therefore making it more personal through the interview feature.

MASLOWS HIERARCHY OF NEEDS

Maslows hierarchy of needs focuses on individuals unsatisfied needs, in reference to the media its how the media provokes thought from the consumer. The next level can only be achieved once the level below is completed. Maslows theory has been applied to employers and employees. Applied to marketing theory, your ability to effectively appeal to one of these motivational drivers is a key determinant of your potential success. Our marketing package will aid the consumers understanding on mental illness and the normality of the illness. Hopefully our products will provoke thought from the consumer therefore achieving a certain level of satisfaction within the audience.