genre theory
Genre theory supposes that communicative conventions are not random, but rather arise in response to technical and social forces which are suggested in the communicative situation. This perspective is quite valuable for the design, the designer has considerable control over the technical happenings of on-line communication, and then has partial control over the nature of the genre and its conventions.”
two step flow
The idea of this is that whatever experience of the media we have we will be more likely to discuss it with others and if we respect their opinion, the chances are that we we will be more likely to be affected by it, these are called opinion leaders.
hypodermic needle theory
This theory suggests that media is like a syringe which injects ideas, attitudes, and beliefs into an audience who as powerless mass have very little choice but be influenced by it.
uses and gratifications
This theory suggests that we have different uses for the media to gratify the needs that we have and we make a lot of choices over what we do
