Maslow's Hierarchy of Needs - The theory that there are 5 layers of needs that all humans share; physiological (food, sleep,shelter), security, social, esteem and self actualisation.
Hypodermic Syringe Theory - The theory that media messages can be injected into the system like a drug, and influence people to behave in a certain way, e.g. seeing a 'cool' rapper being aggressive in a video could influence a male audience who identifies with him to behave similarly.
Desensitisation Theory - The theory that repeated exposure to certain messages can influence audiences to accept them, e.g. continued exposure to music videos that sexualise women through their clothing can influence ordinary women to believe that this is a 'normal' way to dress.
Two-step flow Theory - The theory that in society there are opinion leaders, who are influential in being able to shape the opinions and attitudes of people.
Uses and Gratifications - The theory that audiences use media texts to fulfil certain basic needs and pleasures, such as personal relationships, personal identification, diversion/escapism and surveillance.
Personal Relationships - using the media for emotional and other interaction, eg) substituting soap operas for family life
Personal Identity - finding yourself reflected in texts, learning behaviour and values from texts
Surveillance - Information which could be useful for living eg) weather reports, financial news, holiday bargains
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