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Audience Theories in Media Studies by AmyDoyle_ is a document available to read on EtoBox.

The document discusses four theories of how audiences interact with media: 1. The Hypodermic Needle Theory proposed that audiences passively receive media messages without thinking critically. 2. The Two Step Flow Theory recognized that most people are influenced indirectly through opinion leaders who are directly influenced by media. 3. Uses and Gratification Theory views audiences as active, seeking out media to fulfill personal needs like entertainment or education. 4. Reception Theory suggests th

Author

AmyDoyle_

Language

EN