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Outline the three main approaches to Audience Studies assessing the strengths and weaknesses. The study of audience refers to the analysis of individuals or groups of people whom media products are directed at. Originally the term audience was used to describe a group of people gathered to hear a speech, lecture or debate but the meaning has since been extended to cover readers of books and viewers of television, cinema, etc. There are three main approaches to analysing audience behaviour. The first approach is the Effects model, which is also often called the hypodermic model. The effects model is an approach that emphasises on the effect media has on its audience. The basic assumption is that the mass media have a direct, immediate and influential effect on its audience, and it is argued this effect is often negative. In particular there has been great concern about the possible harmful effects the media...

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