How has audience theory changed?

Throughout the years, the audience have demanded more and more, as they continually challenge what is given and due to the new technology, anyone can post a review and express there opinions, so the audience theory had to change. At first when the media and the industries produce something new on TV, the audience would just sit back and accept it without questioning or challenging the meaning, this is an example of the Hypodermic Needle Model. Then we have the two step flow on where the medias information is filted by the opinion leaders that filters specific information to the individuals (audience), from there the audience may flow the information to others and then it links around. For example if a news presenter on BBC1 produces information, it will flow to the audience and then the individuals may tell others. Another recent example is Twitter, information on that is on that, diffuses layers through the opinion leaders, so the user that the information is held on. Next you have a man named James Holloran in 1970 who has helped influence the change on the audiences theory by stating out that the audience has to get away from the habit of thinking on what the media influence people, but what the people do with the media. For example, the media can show the teenage generation of today on the news and then someone else can make a report or review about how the recent teenagers behave and that they have to change. Now we consider the uses and gratifications when watching a show or anything like that, most of the time the audience watches shows like How I Met Your Mother to relax, escape from there day to day lives, relate to what the boys do to party and many more things. By the uses of Gratifications it has changed on how the TV routine works, if people who don't want to work and just relax, they will show TV shows to relax and not think about anything, but at night, some shows can challenge and entertain the audience on what they like.
The last thing we look at is the Reception theory, where we have three different steps:
1. Preferred reading, this is where the audience just accepts the message, for example if there is a horror film thats recently came out then the audience would accept the fact that the film was suppose to be scary, resulting on them being scared whilst watching it.
2. Oppositional reading, this is where the audience don't accept the message, so if someone saw the same horror film, then they may not think of it to be scary at all.
3. Negotiating reading- this is where an individual will come to a middle conclusion, so for this example then they may say: "Some of it is scary, but some parts are fine to watch".

So yes, the audience theory has changed, they demand more, want to be entertained or to learn a lesson, so the media industry has had to adapt to the demands of the audience to deliver what they want.