Research and Planning: Audience theories

The Hypodermic Theory -The theory is about the message of the media text that goes straight into the brain.

Cultivation Theory - This theory is a social theory which examined the long term effects of television on the audiences of all ages

Desensitisation  - People are exposed to so much violence in media violence no longer makes a strong emotional impact upon them

Modelling or the Copycat Theory - People copying things off video games, self explanatory

Uses and Gratifications  - More focus on the consumer than the actual message itself. What people do with media rather than what media does to people.