Hypodermic Needle Theory - Frankfurt School - Germany between the wars 1920s and 1930s - the rise of Hitler and the influence of mass media on the public, Propaganda - released into film as well as newspapers. The Effects Tradition, the media has the power to influence an audience.
Cultivation Theory - George Gerbner - keep seeing representation on the media and it reinforces a stereotype - people who watch soaps think there is more divorces, murders, dramatic events etc... in society than there actually is. Passive audience.
Roland Barthes - myths are created in society
2 Step Flow - Paul Lazarsfeld - opinion leaders influence society more than the original text does - this relates to film critics influencing you to watch a movie
Uses and Gratifications - a text can inform , entertain, cause/identify with the characters in the text, social needs.
Stuart Hall - Reception Theory - Preferred or dominant reading, oppositional reading and negotiated reading
Maslow's Hierarchy of Needs - media texts meet the needs of an audience
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