hypodermic syringe
injects attidutes, beliefs into the audience who has a powerless mass have little choice to be influenced
two step flow
more likely to be affected by someone you see on tv talking about their beliefs
culmination theory
while media text does not have effect, watching more violence makes you become less sensative
uses and gradifications
we all have different uses for the media, whatever is there, the aim is for you to get something out of it
reception analysis
the audience can have their own individual way of taking what they see or read.
David Morley "Nationwide Study" 1980
theory.org.uk
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