The document discusses several theories related to media consumption and effects: - The effects model suggests media has negative influences on audiences who passively receive messages. - The hypodermic needle model also views audiences as passive, suggesting media messages are directly "injected" into audiences like injections. - Uses and gratifications theory takes an audience-centered approach, arguing audiences actively seek out specific media to fulfill needs. - Reception theory holds that meaning comes from the interaction between audiences and media texts, and is influenced more by contextual factors than just the text itself. Audiences play an active role in interpreting meaning.

2. The effects model
The consumption of a media text and
the effects or influence it has on an
audience.
It is considered as negative and the
audience can not prevent this influence.
The power is within the message of the
media text.

3. The Hypodermic needle model
This model suggests that the audience
passively take in the message like a
injection.
The model also (which has been
criticised- Jamie Bulger, case that I
looked at in a separate blog post,
suggested there is to direct correlation
between violence in media texts and
criminal behaviour in the real life.

4. The uses and gratifications
theory
(Full power point on this theory in a
previous blog post).
Uses and gratifications theory (UGT)
is an approach to understanding why
and how people actively seek out
specific media to satisfy specific needs.
UGT is an audience-centred approach
to understanding mass communication.
(Wikipedia definition)

5. Reception theory
Reception theory provides a means of understanding
media texts by understanding how these texts are
read by audiences.
An important concept of reception theory is that the
media text—the individual movie or television
program—has no inherent meaning in and of itself.
Instead, meaning is created in the interaction
between spectator and text; in other words, meaning
is created as the viewer watches and processes the
film. Reception theory argues that contextual factors,
more than textual ones, influence the way the
spectator views the film or television program.