What audience theory is the most relevant in the modern day

All the audience theories appear to have positives and negatives however in todays society when it comes to which is the most relevant, I believe it would be the desensitisation theory. The reasons for this are clear. As horror is a genre that has been around for a long time, it can be very possible that some people have become bored of the ways horror is portrayed, For instance, older horror films do not seem to frighten the new generation as much as they did to the older generation when the film released. Furthermore when viewing the newer horror films, it does appear that companies are running out of ideas, as the villains in horror films are similar. However through this, many people are still very scared of horror films and so when doing my trailer, it will be very important to carry out research before to find out what some people still find frightening when viewing a horror film.