Hypodermic Syringe Model - Direct correlation between real life violence and violence in media –young people are more susceptible to effects of media as it is directed transmitted into the minds of young people., Cultural Effects Model - Media content contains strong cultural messages that reflect the views of the owners., Selective Filter Model - Klapper: Media needs to pass through 3 filters to have any effect. 1) Selective Exposure 2) Selective Perception 3) Selective Retention., Structured Interpretation Model - Morley: Users are active in their interpretation of the media and view it from one of 3 perspectives: Dominant, Oppositional or Negotiated., Uses and Gratifications Model - Blumer and McQuail: Media is used actively by audience to satisfy particular needs: Diversion, Personal Relationships, Personal Identity, Surveillance., Two-Step Flow Model - Katz and Lazarsfled: Opinion leaders influence others in their social groups with their interpretation of the media.,

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