The document discusses several theories of audience reception of media: 1) The hypodermic needle theory suggests audiences passively receive ideas injected by media without mediation. 2) The two-step flow model proposes ideas spread from media to opinion leaders then the wider population. 3) Uses and gratifications theory views audiences as active, consuming media to fulfill different needs like diversion, relationships, identity and surveillance. Blumer and Katz expanded on four functions identified by Wright Mills.