Question 9/10

Passive audience theories

Adorno and Horkheimer(1947) - Hypodermic Syringe theory

Gross and Gerbner - Cultivation theory - Overtime if we view something overtime we are going to believe it

Desensitisation - Becoming used to graphic and violent images owing to saturisation in the media.

The moral panic theory

The Active Audience Theory

Denis McQuail - Uses and Gratification 

Stuart Hall - Encoding and decoding model

Preferred reading

Negotiated reading 

Oppositional reading

End of traditional audience


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