Theories of Audiences

Theories of audiences explore how viewers interpret and engage with media content. Some suggest audiences are active, meaning they interpret messages differently based on personal experiences (Uses and Gratifications Theory). Others see audiences as passive, simply accepting media messages as intended (Hypodermic Needle Theory). Some theories propose audiences form shared, collective understandings (Reception Theory), while others emphasize individual differences in perception. Overall, these theories help us understand the dynamic relationship between media and the diverse ways people process and respond to messages.