Audience Theories

There are three main audience theories that are applied to opening title sequences.

1. The Effects Theory or Hypodermic needle Theory

 

This theory suggests that a mass audience will receive and respond to messages in a similar way. The media will inject the audience with a message to get a response. It suggests the audience have no choice but to take in what they see. For instance, if a person has watched a violent movie, this theory would suggest that they would be more likely to react themselves in a violent way. An example would be in the murder of James Bulger whose murderers claimed they had been influenced by the film Child’s Play which contains a murder of a child of a similar age to James. In this theory, the audience is used by the media.

2. The Uses and Gratifications Theory

 

This is the opposite to the Hypodermic Needle Theory. Here the audience watch films to get pleasure out of the films. They are free to accept or reject the messages of the film as they please. They are active, not passive. For instance someone might go to watch a RomCom because they want some romance in their own lives. An audience might use media for diversion / escapism / information / pleasure. The power lies with the audience, not the producers.

 

3. The Reception Theory

 

This theory states that when a producer makes a film, they hide hidden messages and meanings that they are trying to impart to their viewers. The audience may accept this message , they may refute it or they simply might not understand it. They may dominate ( agree to the message) , negotiate ( have no opinion on it and show disinterest in it ) or oppose it ( reject it).