AuDiEnCe ThEoRy...

...Uses and Gratification...

We all have different uses for the media and we make choices over what we want to watch. In other words, when we encounter a media text, it is not just some kind of mindless entertainment- we are expecting to get something from it: some kind of gratification...
Information
Personal Identity
Social Interaction
Entertainment

...Reception Theory...
The way individuals received and interpreted a text, and how their individual circumstances (gender, class, age and ethnicity) affects their reading...
David Morley sees the media as a routine of people’s lives and that audience's read texts in different ways. The reading of a text can often depend upon expectations and even the environment the audience sees the text in...
Using recognised codes and conventions, and drawing upon audience expectations relating to aspects such as genre and use of stars, the producers can position the audience and therefore create a certain amount of agreement on what the code means. This is known as a preferred reading...

...Effects theory...
The effects theory was founded bythe Frankfurt School...it argues that the audience is passive and that they are manipulated by hegemonic values..
It looks at the hypodermic needle which is a term used to descbribe when values and ideologies are being injected into a specific audience..

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