Audience Theory 0.0 / 5 ? Media StudiesAUDIENCEA2/A-levelWJEC Created by: chloeannieCreated on: 29-05-16 15:27 Hypodermic Needle Theory The mass media has a direct, immediate and powerful effect on its audiences 1 of 6 Uses and Gratifications Theory Active spectatorships reading the messages of the media and applying it to their own culture / life experiences 2 of 6 Postmodern Theory Emphasising on the fact that no media text is of greater value than any other 3 of 6 Two Step Flow Theory The fragility of a view as one may interpret texts in a different way due to an opinion leaders view 4 of 6 The Violence Debate Watching will release our emotions thus reducing our outward aggression (blood letting & desensitisation) 5 of 6 Cultivation If you watch loads of a deviant action through over use of media, you becoming accepting of it 6 of 6
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