1. Uses and gratifications theory.
This theory focuses solely on the audience members rather than the message being portrayed.
It suggests that the audience take an active role in the interpretation and integration of media in their own personal lives.
It also suggests that they use the media to fulfil gratifications, which also implies that the media competes against other sources of information to acquire the audiences’ gratification.

3. Drip-drip effect.
This suggests that the media is influenced by the most powerful groups in society whose interests strongly influence media content.
It suggests that the media gradually influences the audiences’ idea and assumptions and their everyday perspectives of the world around them.
To sum up this effect, the more an ideology is “dripped” into society by the media, the more people accept and believe it to be true.

5. Reception theory.
A situation whereby directors or producers construct a text with hidden messages or meanings which they want to convey to the audience.
It is generally referred to as ‘audience reception’ in analysing various communications models.
The theory is also focused on the historical changes which influence the audience in terms of their opinions on the media.

7. Bibliography.
 Hypodermic needle: theory-communication
Passive audience theory: theory/
Two step-flow model: cluster/Mass%20Media/Two_Step_Flow_Theory-1/
Uses and gratifications theory: theory
Drip-drip effect:
Reception theory: