Audience theories

Hypodermic Theory

The Hypodermic Needle Model suggests, as an audience, we are manipulated by the creators of media texts, and that our behaviour and thinking might be easily changed by media-makers. It assumes that the audience are passive. This theory is still quoted during moral panics by parents, politicians and pressure groups, and is used to explain why certain groups in society should not be exposed to certain media texts for fear that they will watch or read sexual or violent behaviour and will then act them out themselves.