Three Different Theories:

Uses and Gratification:
>About auidences making choices of how and when they consume media texts. >More of an active auidence rather than a passive one.
>Richard Kilborn-reasons for watching soaps..regular routine, social interaction, personal etc.
>Criticism-We choose media that we watch from what is avaliable. Have no control over what is shown etc.

Effects Theory:
>Brought forward by the *Frankfurt School*
>Hypodermic Needle-inject the passive audience with ideologies.
>Moral Panics created by the violence in the media. Audience may act the same way, due to them being passive.
>Cultivation Model-Desensitised. Seen too often so they are not sensitive to what is being shown.
>Two Step Flow-active to the text, passive to the critics.

Reception Theory: