Audience theory
Hypodermic needle theory Passive audience theory Big media outlets inject information into people and people would believe what they were being told without question. people could and would lie foreign concepts.People would use these to there advantage. Two step flow theory This theory replaced hypodermic needle theory but added an extra step. There would be an opinion leader who would then encode or decode a message and that information would be passed onto other but with the person who decoded the informations own opinion and interpretations of that Reception theory People would watch something as well as they would try to understand what. was being said and that information would be received one of three ways the preferred the optional and the negotiated. Preferred - the way the director wants you to see it oppositional - the opposite of the way they should be perceived negotiated - a mix of both were they can see both ways and combine them Uses and gratificati...