HYPODERMIC NEEDLE - EFFECTS THEORY - 1920s - FRANKFURT SCHOOL
Passive audience - injecting ideas into masses - film
Bobo doll - Bandura -1961 - Clockwork Orange and violence
CULTIVATION THEORY - GEORGE GARDNER -1980
Passive audience - influences audience over time with repeated messages - reinforces behaviour - advertising and television (people who watch soaps think there is more divide)
TWO STEP FLOW - audiences receives messages via an influencer - e.g. A film critic persuades you to go see a film
RECEPTION THEORY -Stuart Hall - texts are encoded with messages by the producer and are read differently by audiences, depending on their social and cultural background. Preferred, Negotiated and Oppositional are the 3 responses they can have. E.g. in a soap opera if someone sympathetic is having an affair, a religious viewer will have a resistant/oppositonal reading to this.
USES AND GRATIFICATIONS THEORY - audiences use texts to gratify needs - e.g..; Diversion, Escapism, Information, Pleasure, Comparing relationships and lifestyles with one's own (Personal Identity), sexual stimulation
MASLOW'S HIERARCY OF NEEDS - audience's needs are met by media texts - e.g. some adverts for cars promise safety; alcohol adverts usually promise friendship; aftershave adverts promise sexual intimacy etc.
