Hypodermic Needle Theory
The "Hypodermic needle theory" suggests that mass media has a direct and immediate effect on its audiences, and implies that audiences take in the information from the media text, which injects the information (like a needle) without any effort from the audience and is absorbed by them unchallenged.
This theory was created when mass media was still fairly new (radio and cinema had existed for less than 2 decades). Governments used this to communicate a message and propaganda was produced to try and influence people's way of thinking; an example is German Propaganda using this to indoctrinate a mass audience in Europe during the first World War.
Reception Theory
Individuals interpret a text differently because of each of their individual backgrounds, for example, gender, age, and ethnicity affected how different people read the same text.
Genre Theory
Audience Theory
By itself, a media text has no meaning until it is read or decoded by an audience.
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