Uses and gratification
Blumler and Katz’s uses and gratification theory
-Audience have an active role in choosing the media they consume and how they comsume it.
-Audiences use the media to fulfil their needs. eg. idenification, escapist.
-Links with pluralistic views

Receoption Theory
-How the audince reads a text, which can be interpreted in different views.
-Audiences can comsume a text with out realising eg in a film a product will be shown, the audience does not acknowlegde this.
-David Morley mentions the:
Dominant-is the prefered reading, audience.
Negotiated-accepts the prefered reading.
Oppositional- understands the reading but rejects it.



Effects theory
-Began at Frankfurt School.
-Hyperdermic needle model, where values and ideologies are 'injected' into an audience.
-The audiece is passive and active.
-Link between the media and behaviour of the audience consuming it, people are influenced by the media.
-Audience is manipulated by hegemonic values.