Audience Theories.

Hypodermic Needle Theory.
- This is a model of communications suggesting that an intended message is directly received by the audience and completely accepted and unchallenged. The reason for it's name is that the hypodermis needle directly feeds the intended message into the viewer. Just like a hypodermic needle would with a patient in hospital.
Two-Step Flow.
- An example of this theory would be the famous site, 'Twitter'. On this site an opinion leader (possibly celebrity) would 'tweet' an opinion and this would be seen by thousands of viewers worldwide. This would be news that would be received second hand, therefore there is a two-step process to this theory.
Uses and Gratifications.
- This is a theory that was created by two researchers called Blulmer and Katz. They found that individuals might choose and use a text for the following purposes:
- Diversion - escape from everyday problems and routine.
- Personal Relationships - using the media for emotional and other interaction, eg) substituting soap operas for family life.
- Personal Identity - finding yourself reflected in texts, learning behaviour and values from texts.
- Surveillance - Information which could be useful for living eg) weather reports, financial news, holiday bargains.
Reception Theory.
- This theory is based on the idea that a media product is encoded by the producers and then is decoded by the audience. This can be decoded in many different ways to create multiple readings. However, producers can use codes and conventions to make sure that the viewer takes a particular reading of the text.

All of these audience theories would relate to my magazine. However, I believe that the 'Uses and gratification' one is the best in relation to how I want my magazine to be perceived. I don't want it to be brainwashing, I just would like it to be full of interesting facts and information which helps the reader within their life.