Hypodermic needle theory- Frankfurt school- Germany between the wars 20s and 30s - the rise of Hitler and the influence of mass media on the public- related to film- also knows the effects model- Audience is passive.
Cultivation Theory- George Gerbner - Keep seeing a representation in the media and it reinforces the stereotype- people who watch soaps think there is more divorce in society that there actually is - TV and advertising - passive audience again.
Roland Barthes - myths are created in society by the media e.g white men can't jump.
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 you to identify with the characters in the text, meet your social needs etc
Stuart
Hall- Reception Theory - Texts are created by producers with a meaning in mind that might be read differently by an audience due to their social or cultural background- Preferred or dominant reading, oppositional reading and negotiated reading - (oppositional would be: if a sympathetic character in a soap has an affair then an audience of a very religious Christians would not like the character any more)
Maslow's Hierarchy of Needs- media texts meet the needs of an audience - e.g.. some car ads sell the car on its safety: aftershave adverts sell sex: coke adverts sell the idea of friendships
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