The document summarizes several theories of media effects on audiences: 1) The Hypodermic Syringe Model sees media as having a direct, strong effect on passive audiences, especially young people. 2) Reception Analysis Theory argues audiences interpret media based on their background and can have three types of readings: dominant, oppositional, or negotiated. 3) Uses and Gratifications Model views audiences as active in using media to fulfill needs like escapism or information gathering. 4) Selective Filter Model claims media only affects audiences if the message is exposed to, perceived by, and retained in memory. 5) Two-Step Flow Model suggests opinions in media are influenced by "opinion