The Hypodermic Model
This is where the media text, when consumed, has an effect or influence on the audience which is normally deemed as negative. they also say that the audiences can in no way stop or prevent being influenced by the text and the power lies within the message of the media product. The hypodermic model acts like a kind of drug that makes the reader powerless against it. In the 1920s and 30s, there was an experiment called the Bobo doll experiment that supported the hypodermic model because it showed that children copy violent behaviour that they witness.
The Uses and Gratification Model
This theory is the opposite to the hypodermic model because instead of the audience being used by the text the are able to use it for their own pleasure and gratification. They believe that the power lies in the hands of the audience and they can choose what they do with it and make of it. The audience can use the text for the acquisition of information, escapism, diversion, pleasure or sexual stimulation. They also think that media texts can have a positive impact on them and can help them to relax, learn and deal with aggression and violence.
The Reception Theory
This suggests that when a text is created by a producer, it is encoded with a deliberate meaning or message that he wishes to convey to the audience which may be a personal opinion or a fact. It is then over to the audience to decode the message behind the text and understand what the producer wanted to show and why he wanted to show this. There are three types of audience readings of the text:
Dominant: Where the audience successfully decodes the text just as intended by the audience and they agree with it.
Negotiated: where the audience rejects or accepts some elements of the text in light of previously held views.
Oppositional: Where the dominant meaning is recognised by the audience but they don't agree with it for different reasons.
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