The Hypodermic Needle Model:
This is a way in which the audience of a media text can receive the information given to them. With this method the media text can either be positive or negative which will then make the audience respond in a certain way. This method is only short term and the audience is seen as passive meaning that they don't question the media text, they just except it for what it is.
The Inoculation Model:
During this method the audience is repeatedly shown the same media text making the audience immune to media text of the same subject or anything like this. This means that they will no longer feel any emotions when reading, watching or playing the media text as they have been through every possible feeling already. The audience are again seen as passive during this method.
The Two-Step Flow Model:
This method suggest that peoples opinions on a piece of media text were influenced by someone higher than them or in a leaders position, this means that opinions and information is relayed to the audience second hand and they just take this opinion on board and stick with it. However with this method the audience are semi-active meaning that they are actually thinking about their opinion and what they think.
The Uses & Gratifications Theory:
This theory shows that people are now choosing what media text they consume with a understanding of what they will actually get out of it at the end. This moves away from what the media does to the audience and focuses on what the audience does with the media instead. The main purposes why people use media text is for information, personal identity, integration/social interaction and entertainment.
The Reception Theory:
This final theory deals with how things such as gender, age, class, religion and ethnicity can affect how a person reads and interprets the piece of media text.
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