Audience Theory

Cultivation theory:

In its most basic form, cultivation theory suggests that exposure to television, over time, subtly "cultivates" viewers' perceptions of reality.

George Gerbner came up with the Cultivation theory which examines the long term affect of watching TV. It splits the audience into 2 distinct catagories; heavy and light viewers.
A heavy viewer is classified as a heavy viewer as they watch more than 4 hours of TV a day and are affected by Mean World Syndrome- where "people who spend the most time in front of the TV develop an exaggerated belief in a mean and scary world."
A light viewer watches TV for less than 4 hours a day and will therefore not be as 'cultivated' by the TV, and therefore not as accepting as heavy viewers.

George Gerbner observed that in primetime, TV was 80% violence. So, heavy viewers was watching 80% violent TV, if his theory was correct, proving that the Heavy Viewers would get about 80% more violent due to their tolerance with violence in real life.

Hypodermic Needle Model:

According to the theory the media is like a syringe which injects ideas, attitudes and beliefs into the audience who as a powerless mass have little choice than to be influenced by it- in the past films (such as The Exorcist) have been banned in the past because it might encourage people to commit the crimes within them.

Made by Katz and developed by Lazarsfeld the 'Hypodermic Needle Theory' implied mass media had a direct, immediate and powerful effect on the audience; as research methodology became more highly developed, it became apparent that the media had selective influences on people. The most famous incident often cited as an example for the hypodermic needle model was the 1938 broadcast of The War of the Worlds and the subsequent reaction of widespread panic among its American mass audience.

Another well known example was Hitler's monopolization of mass media (through posters and speeches being widespread via the media) to gain support for his Nazi party.
The theory suggests that the media could influence a very large group of people by 'injecting' them with appropriate messages designed to trigger a desired response.


This links to our thriller because if we promote violence, then our audience may think they are going to be a victim of crime, or if violence is promoted in a good way our audience may become violent.