Passive audience - The audience accepts and believes all messages in any media text that they receive, Active audience - The audience actively receive media information and make sense of the messages based on their social and personal contexts, Representation Theory - how the media portray certain types of people, communities and news through various platforms, Reception Theory - The producer encodes messages and values into their media which are then decoded by the audience, Hypodermic Needle Theory - it refers to the idea that the media ‘injects’ ideas, messages, morals, attitudes and values, Uses and Gratifications - an approach to understanding why and how people actively seek out specific media to satisfy specific needs,

Media Theories

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