The hypodermic needle model (also known as the hypodermic-syringe model, transmission-belt model, or magic bullet theory) is a model of communication suggesting that an intended message is directly received and wholly accepted by the receiver. The model is rooted in 1930s behaviourism and is largely considered obsolete today.’Source: http://en.wikipedia.org/wiki/Hypodermic_needle_model
This means that the audience will understand the film completely, as well as the directors messages and values within the film. However, this is not always the case as everyone interprets things in different ways and will see it motifs, themes etc in a different light to others.
The Multistep Flow Model is a theory based on a 1940′s study on social influence that states that media effects are indirectly established through the personal influence of opinion leaders. The majority of people receive much of their information and are influenced by the media secondhand, through the personal influence of opinion leaders.’Source: http://en.wikipedia.org/wiki/Two-step_flow
This implies that many people will take into account opinions of those in the media – such as a politician or celebrity and subconsciously take this into account and use it to form their own opinion and thoughts.
Audience theory delves into why people listen to the media and why they are so influenced by it. For example the man who committed the Hungerford Massacre was said to of been obsessed with the Rambo film Solider of Fortune. It is important to take into account these theories when planning my own music magazine front cover and double page spread.
