Hypodermic syringe theory - media like a syringe that injects attitudes, ideas and beliefs. Media influence. "Brainwashing"
Two step flow - people discussing opinions of media and more likely to be affected.
Culmination theory - Desensitization.
Uses and gratifications - different uses for media, make our own choices. expecting to gain something from the media we choose to consume.
Reception analysis - audiences themselves help create meaning for the text, influenced by moods and upbringing etc.
David morley nationwide study
david gauntlett 10 things wrong with the effects model
theory.org.uk
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