Two ways to consume media: Actively, or passively
Active Audience
Audience question what they see and respond to it differently
Hypodermic Needle Theory
Theory which states that whatever message the producer is trying to spread is accepted by audience, basically brainwashed
Desensitisation
Audience is used to violent and shocking content, their effects are not as big as it used to be
Passive Audience
Audience believe whatever they see
Reception Theory
Media has encoded messages that should be decoded by audiences
Uses and Gratification Theory
We consume media to satisfy our social needs such as diversion, personal identity, relationship, and surveillance
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