Monthly Archives: December 2013

Passive & Active Consumption

Active Active consumption is when the audience engages and discusses media messages that are fed to them and question the media messages through own life experiences. Different peopleĀ  interpret the message in other ways rather than question it, by doing … Continue reading

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Reception Study

The Reception Study, provides a means of understanding media texts by understanding how these texts are read by audiences. Theorists who research media through reception studies are concerned with the experience of cinema and television viewing for spectators, and how … Continue reading

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The Hypodermic Needle Theory

The Hypodermic Needle Theory is one of the earliest ways of thinking about how the media influences people, it was developed in the 1920’s and 1930’s after researches observed the effect of propaganda during World War 1 and events including … Continue reading

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Uses & Gratifications theory

The Uses and Gratifications theory deals with the effect of people on the media. The theory describes mass communication, as it provides an approach that is audience centred. It deals with how and why people adopt specific media to satisfy … Continue reading

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