Audience Theory

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Hypodermic Needle Theory
The mass media has a direct, immediate and powerful effect on its audiences
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Uses and Gratifications Theory
Active spectatorships reading the messages of the media and applying it to their own culture / life experiences
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Postmodern Theory
Emphasising on the fact that no media text is of greater value than any other
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Two Step Flow Theory
The fragility of a view as one may interpret texts in a different way due to an opinion leaders view
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The Violence Debate
Watching will release our emotions thus reducing our outward aggression (blood letting & desensitisation)
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Cultivation
If you watch loads of a deviant action through over use of media, you becoming accepting of it
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Other cards in this set

Card 2

Front

Uses and Gratifications Theory

Back

Active spectatorships reading the messages of the media and applying it to their own culture / life experiences

Card 3

Front

Postmodern Theory

Back

Preview of the front of card 3

Card 4

Front

Two Step Flow Theory

Back

Preview of the front of card 4

Card 5

Front

The Violence Debate

Back

Preview of the front of card 5
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