This document discusses several audience theories related to how audiences interact with and make meaning from media texts: 1) Hypodermic needle/effects theory proposes media have a direct influence on passive audiences, while cultivation theory argues for a more gradual, "drip-drip" effect over time. 2) Two-step flow theory recognizes indirect influence as audiences discuss media with others they respect. 3) Uses and gratifications theory views audiences as active in using media to fulfill needs rather than being directly influenced. 4) Reception analysis and semiotics examine how audiences construct different meanings based on their backgrounds and can reject or reinterpret dominant meanings.

1. AUDIENCE THEORIES

3. HYPODERMIC SYRINGE CULTIVATION THEORY VERY HIGH TWO STEP FLOW THEORY SEMIOTICS USES AND GRATIFICATION MARXIST HEGEMONIC MAXISTS PLURALISTS HEGEMONIC MARXISTS Model Level of Influence How Does It Work? Theory of Media it mainly relates to? c PLURALISTS RECEPTION ANALYSIS VERY LOW POST MODERNISTS