The document discusses several media and communication theories: 1) The two-step flow model suggests that most people's opinions are influenced by opinion leaders who are influenced by mass media. 2) Cultivation theory posits that repeated media messages can influence people's views of reality. 3) Uses and gratification theory explores how people use media to fulfill needs like entertainment and social connection. 4) Reception theory examines how audiences interpret messages through preferred, negotiated, or oppositional readings.

1. Notes
Two step flow model- Katz & Lazars field (opinion leader): the two-step flow model says that most
people's opinions are influenced by opinion leader, who are usually influenced by mass media.
Cultivationtheory –Gerbner:repeatedmessages. Gerbner'stheorydefinition“cultivationtheorysays
that people gradually come to accept the view of the world as portrayed on television as a true
representation of reality – and adapt their hopes, fears and understandings accordingly.”
Postmodernism – Baudrillard (hyperreality)
Mediatedversionprovidesmediatedversionof ourselvesonline.Noone iswhotheyare fullyonline.
Preferring to live and spend more time online instead of going out.
Uses and gratification theory - (Katz & blumler): escapism and entertainment. This could be usedto
create personal relationshipswithpeople.Usingmediaasa tool to construct our identity.Pickn mix
(using a variety of media products).
Fandom theory: when the fans produce their own theories about a specific product. For example,
marvel fanswhenthe newspidermantrailercame out theyproducedtheirown plotto the film.Fan
fiction and fan art is similar.
Reception theory: three different opinions on something, how audiences interpret a message.
Preferredreadingthismeansthatthe audience 100% agreesto the interpretedmessage.Negotiated
reading: audience will have partly disagreed (50 50). Proposition reading: 100 disagrees with the
message.
End of audiences: where me as a consumer becomes a prosumer. A consumer is how you engage
within media products.A prosumer is where they start to engage with the product and create their
own content.