Research and planing: audience theories

The hypodermic model:
This model holds that the intended message is directly received and wholly accepted by the receiver.


 
The Cultivation theory:
Social theory which examined the long term effects of television on american audience of all ages.

 



Desensitization theory:
People are exposed to so much violence in the media, violence no longer makes a strong, emotional impact.






Modelling or copycat theory:
Something publicized in the media that creates a lot of attention.






Uses and Gratifications theory:
Why people use particular media rather than on content. (what the media does to people)