2. The Effect Model/ Hyperdermic MEDIA The media has the greatest effect on us as we are passive and do not have a choice on what effects us (the audience).
3. Uses and Gratification Model Media We are actively engaged with our consumption of media as we use it to satisfy our needs (info, entertainment and education). It is possible for us to reject certain elements.
4. Reception Model Media There are various factors effecting how we receive media these are: Our culture, our age, our race, our gender, our religion, our memories/experience/personal background
5. Different types of readings Preferred reading The audience interpret/understand text from what the producer meant. Negotiated reading The audience may reject/not understand certain aspects. Oppositional reading Audience either completely reject/misunderstand the video Effects Model: Preferred reading Uses and gratifications: Negotiated reading Reception model: All of them
