Theories

Question 1

Reinforcement

Answer 1

Suggest the media does not have the ability to change audiences beliefs and opinions, but rather reinforces pre-existing ideas. Klapper suggests socialising agents such as family, peers, social class, religion and education play a bigger role
In developing audiences ideas

Audience= active (capable of dissent)
Who= Joseph Klapper 
When= 60s 
Crit= cultural grouping (assumes everyone has socialising agents and are grouped culturally)

Question 2

Agenda Setting function

Answer 2

Theory suggest the media doesn’t tell people what to think, but influences what issues should be perceived as important
Audience= active
Who=Maxwell McCombs and Daniel Shaw
When= 72
Crit= pre-supposes all audiences are knowledgable on contemplate issues and focuses more on how the media attempts to shape people’s options rather then how the media effects audiences behaviour

Question 3

Semiotic constructivist

Answer 3

Theory suggests that automatic and unconscious use of codes (from symbols) dominance audiences experience of media (denotation and connotation of symbols) semiotics 
Audience= active 
Who= Roland Barthes 
When= 80s
Crit=

Question 4

Hypodermic needle

Answer 4

Suggests the media injects information to a passive audience who are susceptible to whatever is shown.

Audience = passive (susceptible)
Who= Payne Studies Group and the Frankfurt school 
When = 20s 30s
Crit= not scientifically proven and treats audiences as inadequate