Audience - Effects Models

A brief post on the basic definitions of the types of audience that are out there, I have recently done a detailed post into researching the Hypodermic Needle Model and once we have found the results of the questionnaire and are focused on what age group, class and gender(s) we are aiming our OTS on I will do pieces of research into the models that are OTS is aimed at.

The Hypodermic Needle Model;
The intended message is directly received and wholly accepted by the receiver.

Two-Step Flow;
The people with most access to media, and highest media literacy explain and diffuse the content to others. This is a modern version of the hypodermic needle model that basically states the same thing but is more intriguing to the point that the audience wants to tell people to see what they have seen.

Uses and Gratifications;
People are not helpless victims of mass media but use the media to get specific gratifications - there views on the media and interpretations are limited.

Reception Theory;
The meaning of a ''text'' is not inherent within the text itself, but the audience must elicit meaning based on their individual cultural background and life experiences.

Obstinate Audience Theory;
This theory assumes that there is a transactional communication between the audience and the media. The audience actively selects what messages to pay attention to. The audience can even participate in the communication by influencing the message - working out the media in front of them and placing it in a way that provides a message personal to the relationship between them and the media.