Audience Theories

Signs and Signifiers

A sign can be a physical form to which we give meaning.  

The signifier is the physical form which we can see or 

hear - i.e. words, diagram, picture, music, siren.  The 

signified is the meaning which we attach to the signifier -

i.e. Learner driver, no entry, Nazi etc.  The real world 

referrent is the actual ‘real life’ object - i.e. a real rabbit.rabbit

Signs cannot be combined purely at random if they are to 

mean anything.  Our understanding of them depends on 

our social and cultural background. 

We can anchor a sign by using words or pictures - i.e. 

text on a poster, a caption under a newspaper splash, text 

on an advert, a voiceover on a film. 

Hypodermic Syringe Theory (Audiences)

‘What does that sign say?’

‘It says nothing - it needs to be read.’ 

The hypodermic syringe theory is that the media is like a 

syringe which injects ideas, attitudes and beliefs into the 

audience.

In some cases this may work, but the problem is that 

people are affected in different ways by the media -

films, advertising, newspapers, television etc.  The 

‘audience’ are also now much more critically aware of 

the media and having ideas ‘injected’ into them.

However, this theory still has uses - i.e. watching violent 

crimes can make you violent, for example the Jamie 

Bulger killers, copycat crimes, the ‘Power Rangers’ 

fighting in play grounds.  

Two Step Flow (Audiences)

The two-step flow theory suggests:

•We are much more likely to be affected by the 

media if we discuss it with others.

•Our opinions are affected by the way our friends 

etc have viewed the media,  i.e. discussions on 

Eastenders - Cat and Zoe, views on 

documentaries etc. The people we discuss our 

ideas with are called ‘opinion leaders’.

• This is another theory where the James Bulger

case has been cited - apparently one boy talked to 

his friend about a film he had watched and 

apparently influenced the other’s behaviour.

Uses and Gratifications Theory

According to uses and gratification theory we all have 

different uses for the media and we make choices over 

what we want to watch.  We are expecting something 

from our use of the media.

1.  Information - we may want to find out about 

society and the world.  We want to satisfy our 

curiosity.

2.  Personal Identity - we may watch television for 

models for our behaviour.  For instance - we may 

identify with soap characters or their situations.

3.  Integration and Social Interaction - we use the 

media to find out more about the circumstances of 

other people perhaps through empathy or sympathy.  

4.  Entertainment - enjoyment, relaxation, fill the 

time.

CRITICISMS

• You don’t always choose what media you use - you 

may be a secondary or tertiary user.  Your mum has 

the remote control! You have no control over what

 posters  you see on your way to school.