Audience and behaviour

The focus on this week was understanding audience in media and theory elements. Before we got into the topic we talked about where do we access media. The platforms in media we consume are in television, video games, streaming via mobile phones, tablet and computers in general, as well as cinema, DVD, CD’s, concerts, and theatre. We discussed the new media and traditional media, where they are in competition with each other, and where they work together.

Hypodermic needle theory

The idea that media can affect the viewer into believing the message and to act on it, which is like a form of brain washing (Mishra, 2017). Some of these messages could, for example, be morally wrong leading to violence or joining an extreme group. Another similar theory is magic bullet theory and the person who came up with the idea was Harold Laswell in 1920 (Lamb, 2017). I find interesting that the key words in the theories are bullet and needle, which lead me to think that they are something that is done to us as consumers and how we, as the audience, are left powerless.


This is when a media company takes a responsibility in educating the viewer and is like a father figure. Paternalism focuses on somehow fixing or deciding public collective, this includes making decisions on the behalf of the viewer and deciding as well as setting rules and regulations to supposedly protect the citizen viewer (Thompson, 2017).

Audience Theory

David Morley is media researcher in audience theory who came up with groups and a class in society have different culture codes (Morley, D.2005).

Mass and niche audience

What mass audience means; that a very large group of people will be likely to buy the media product. Niche is a much smaller group that are likely to buy the product. Media companies like to set a target audience, who will be their mass or niche audience so that they can focus on catering to their desires as a customer and consumer (Hornor, T 2017).

Audience vs new media audience

We looked at old media audience vs new media audience, by looking at paradigms of their behaviour and how the audience access media content. They are different on the way they access media, for example old media is scheduled and new media is on demand. Old media audience is passive, but new media audience is interactive and active. Audience behaviour is completely different and have nothing in common in traits of consuming media (Tagrit, L., 2014).





Lamb, B. (2017). The Hypodermic Needle Theory | VCE Media, Victorian Curriculum, Media Arts, digital literacy, media education, filmmaking. [online] lessonbucket. Available at: [Accessed 16 May 2017]

Mishra, S. (2017). Hypodermic Needle Theory of Communication | Businesstopia. [online] Available at: [Accessed 16 May 2017]

Thompson, L. (2017). paternalism | social science. [online] Encyclopedia Britannica. Available at: [Accessed 16 May 2017]

Hornor, T. (2017). Which is More Effective: Mass or Niche Marketing?. [online] Small Business BC. Available at: [Accessed 19 May 2017].


Tagrit, L., 2014. Audience 2.0?.


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