Any form of media has to be analysed on three levels
- Production
- Text
- Audience
Therefore it is essential to refer to theories that explore the relationship between the audoence, media text and producers.
- The hypodermic syringe
This is the way audience reats to a media text, either actively or passively.
- Encoding and decodings model
This is the way audience respond to that they see and what meaning they give to it
- Uses and gratification
This differenciates dominant, negotiative and abberant audiences
Theory was widely known in the 1950's. Academics viewed the media is a negative way
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