Audience Theory

Hypodermic Needle Model
The Hypodermic Needle theory is a model of communications suggesting that an intended message is directly recieved and wholly accepted by the reciever. The name, "hypodermic needle" is meant to give an idea of the direct, strategic, and planned transmission of a message into someone. As research methodology became more highly developed, it became apparent that the media had selective influences on people.

Uses and Gratification Model
This is an approach to understanding why people actively seek out specific media outlets and content for gratification purposes. The theory discusses how users will search for media that not only meet a given need but enhance knowledge, social interactions and diversion. For example, the theory says that people join Facebook groups for socializing, self-seeking, entertainment and information.