Hypodermic Needle Model:
was introduced in the 1920's
gives a mental image of the direct, strategic and planned infusion of a message into an individual.
Reception theory:
relates to how the audience understand meanings in a text
based on the idea that the cultural similarities there are
produce texts which represent their lives and experiences
- preferred reading is the reading media producers hope audiences will take
- oppositional reading is when the audience outside the intended target audience may have a different view
- negotiated reading is when audiences acknowledge the preferred reading but modify it to suit their own values and opinions
not finished
