This document discusses several media theories: - Uses and Gratification Theory, which argues that audiences are active and use media to fulfill various needs rather than being passively influenced. - Reception Theory, which proposes that audiences can decode media messages in dominant, negotiated, or oppositional ways depending on their perspectives. - Pick and Mix Theory, which suggests audiences engage with parts of media they relate to and ignore other parts based on their own lives and views.

2. • Opposite of the hypodermic and effects theory – Bobo Doll.
• The audiences interacts with the text but isn’t controlled by it.
• This theory emphasises what the audience can take and make of the text
but not what the text causes them to think, additionally the ‘power’ is left
in the audiences hand rather then the producers.
• Audiences therefore use the text to full fill particular needs such as;
Diversion, Escapism, Information, Pleasure, Comparing lifestyles with
relationships and finally, Sexual stimulation.
• Additionally, it may help particular audiences in terms of; Learning,
Emotional Support, Relaxation, Personal and Sexual Identity, Aggressive
violence.
USES AND GRATIFICATION

3. • Controversially, the theory suggests that a constant reminder of violent
images may sometimes be helpful rather then harmful.
• The theory suggests that that audiences may reduce the amount of violent
impulses through the use of violent images or shots. Unlike, the
hypodermic theory which suggests that audiences will react the same as
what is seen on television or watched at the cienma.
USES AND GRATIFICATION

4. MARLOW’S HIERARCHY OF
NEEDS - 1943

5. • This theory is based around the idea of a producer creating a film which
either has to be decoded or encoded through the audience. Therefore, the
producers create the film with an aim of the audiences decoding or
encoding the meaning/genre of the film, themselves.
• Hall identified 3 main ways audiences decode a film or text;
 Dominant or Preferred
 Negotiated
 Oppositional
RECEPTION THEORY
Where the meaning is
identified bur rejected
for cultural, ideological
or political reasons.
Where the
audiences aspects
are varied due to
past experiences or
particular views.
Where the audience
member decodes
the messages
correctly and agrees
with it.

6. • This theory contradicts the idea that the audiences are affected personally
by the text however Gauntlett believes that it’s the way that the texts in my
case a film, attracts or represents audiences.
• The pick the parts in the text which associate with their lives however
easily ignore the others.
• An example, for this would be women and sexualised images of women in
films, films such as ‘Suicide Squad’ where Harley Quinn is dressed
inappropriately, this may attract a particular range of women however
others way ignore it and focus on more sophisticated ideas of fashion.
PICK AND MIX THEORY