Paul Lazarfeld– 2 step flow theory

Step 1 – from media to opinion leader

Step 2 – from opinion leaders communication to the masses

 This theory suggests that the audience are active, not passive

Links to the missing as, since there are two season, the audience is clearly active and communicating with other viewers and possibly the producers so that they are confident in airing another season

Uses & gratifications (Katz, Gurevitch, Hass) = Idea of active audience, we choose information based on what we want – information / education, empathy and identity, social interaction, entertainment & escapism which can related to Maslow’s hierarchy of needs (1954)

Links to the missing as the audiences

1970’s – Cultivation Theory – Gerbner (Chomsky vs Skinner) = Relationship between violence on television and violence in society. Suggests that we an use the media to change peoples behavior & what the think/believe in over time

1980’s – Stuart Hall, preferred reading = Idea that we can take an opposite stance, we don’t have to believe these things. He says there are 3 ways to read a text: a dominant position, a negotiated position or an opposition position

2000’s – Clay Shirley, end of audience = There is no such thing as audience, there is only individuals. WE are not one, we are many, the idea of intersectionality. A mass of individuals not just a mass

“The more ideas there are in circulation, the more ideas there are for any individual to disagree with.” Shirky – TED Talk 2013

2019 – Zuboff, surveillance capitalism = we are no longer a mass, but individuals