2 schools of thought: Passive and Active.
Passive:
- hypodermic syringe theory (Theodore Adorno): negative impact on the audience, audiences believe what they see/hear in media texts
-Vance Packard: people are being conditioned to want products and services with the rise of consumerism.
Anderson- audience gets desensitised by exposure to violence.
Moral panic- the mass media creates a moral panic about groups/products that has a negative impact on society.
Mulvey- women are objectified.
Active:
- encoding/ decoding- people understand texts due to their personal background/believes/ identity: preferred reading (accept the meaning)
oppositional reading (understands but doesn't agree)
aberrant (completely doesn't understand)
- uses and gratifications (McQuail): surveillance, escapism, personal relationships, personal identity.
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