The theory that what we see and read is what we believe. We do not try to decode it in any way, but just do as we are told. For example we will believe a certain makeup product will make us look like celebrities on the television. I don't believe this theory is correct, as it does not apply to everyone. There is a slim chance that people will actually believe that a certain product could make them look a certain way.
USES AND GRATIFICATION
This is the theory that media is used for many different reasons and unlike the hypodermic theory, it is believed that is not what the media does to people, but what the people choose to do with the media. For example we use social networking sites to socialise and television is used for entertainment.
RECEPTION THEORY
This theory is based on how each audience understand the meanings in a text. The more similarities there are between each audience the more they will understand, however if there is more differences then they will all have different meanings and understandings of a text.
Preferred Reading
The reading that the creators want the audience to gather
For example: an advertisement for a new bed would want the audience to think that it is the best bed money can buy, even though it could be the simplest bed.
Oppositional Reading
The reading that the audience depict, and reject the preferred reading and create their own. This means that they know the bed is probably not going to be the best money can buy, but a simplistic one with no extra features.
Negotiated Reading
This is where the audience do acknowledge the preferred reading however they use their own thoughts and opinions. In this case, they would see the advantages in buying the bed, but they might not for their own opinions might mean they need a different sort.
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