Unit 25-Tv and Video Studies Task 2 Roisin crossan

Hypodemic Needle Also known as the hypodermic- syringe model. This is a method of communication that suggests that a message is directly received by a viewer. This implies that the mass media as a powerful effect on its audience.

Two Step Flow This is when opinion leaders pay attention to mass media and its messages receive information and then pass it on to their interpretations to receive their opinions.

Uses and gratification theory This is understanding why and how people actively seek out media to satisfy specific needs.

Preferred Reading The writer of the text will usually input a message they want the audience to receive and accept.

Passive/Active The active audience theory argues that the audience receives the information actively but not passively. The passive theory does not argue or question the theory it just accepts it.