The document discusses three theories of audience reception of media: 1) Active Audience theory proposes that audiences actively interpret media based on their own experiences and backgrounds. Factors like age, culture, and knowledge can influence audience activity. 2) Passive Audience theory suggests audiences are easily manipulated by media creators and their thinking changed. This is often used to explain influence on certain groups. 3) Hypodermic Model theory likens media to a syringe injecting ideas into a powerless audience. It implies exposure to violent media causes violent behavior, leading some films to be banned.

1. Audience Research

2. Active Audience The theory that people receive and interpret media in different ways.

3. Factors that affect this can include age, sexuality, ethnicity and social class.

4. The audience becomes active when they become engaged in what they hear or see.