The 'Hypodermic Needle' Model
It suggests that an intended message is directly received and wholly accepted by the receiver (the audience).
The 'Cultivation' Theory
It states that the more time people spend 'living' in the television world, the more likely they are to believe the social reality portrayed on television.
The 'Desensitisation' Theory
The theory that media audiences' reactions are growing weaker according to the level/amount of exposure to death and violence etc.
The 'Copycat' Theory
Suggests that audiences will copy what they see in the media.
The 'Uses and Gratifications' Theory
Why and how people actively seek out specific media to satisfy specific needs.
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