The Reception Theory

The Reception Theory  The reception theory is based on Stuart Hall's encoding/decoding of the relationship between text and audiences receiving the media text. The text is encoded by the creator of the media text and it is then decoded by the by the audience, nonetheless there could be huge differences between two different decodings of the same text. However, by using recognised conventions and ideology, and by using audience expectations...

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The Hypodermic Needle Theory

The Hypodermic Needle Theory The "Hypodermic Needle Theory" is a theory that imply's that mass media has a direct and powerful effect on its audiences. The media in the late 1940s and 1950s was shown as a powerful and clear influence on behaviour change. The theory suggests that the mass media could influence and control a very large group of people directly by 'injecting' them with messages and ideology's designed...

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Blumler and Katz

The Blumler and Katz theory  Users and gratification's theory. Blumler and Katz is a popular approach in understanding mass communication. This theory focuses on the audience rather than the message that is displayed. It asks what do people do with media rather than what does media do to people. The theory assumes that the audience are not passive but take a active role in taking in media and use the media to affect themselves. When we...

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