Research and planning : Theories of audience compared

The  hypodermic model : is a model of  communication  suggesting that an intended message is directly received and wholly accepted by the receiver. An example of this can be the effect  of technology on individuals.

Cultivation theory : is a social theory which examines the long-term effects of television. "The primary proposition of cultivation theory states that the more time people spend "living" in the television world, the more likely they are to believe social reality portrayed on television.



Desensitisation theory  : when  an individual is exosed to particular ting and gets used to it they become imune to it.




Copy cat theory: copying and doing excately what you have seen like children copying actions from video games or movies.




 Uses and gratification : is an approach to understanding why people actively seek out specific media outlets and content for gratification purposes. The theory discusses how users proactively search for media that will not only meet a given need but enhance knowledge, social interactions and diversion .