Audience Theory

Hyperdermic Theory --- All the elements of a media product are put into the brain all at once to make people react in a certain way

Two Step Flow Theory --- Someone views media then goes off and tells others and they go with what that someone has said.

Uses And Gratifications Theory --- How we use media for our own personal gain.

Personal Identity --- People expressing themselves through the media products they like.

Survelance --- Using media for info.


Stanley Cohen - Behaviorist and Psychologist

*Moral Panics

1st Stage - occurance and signification --- worthy of media coverage

2nd stage - the wider social implications --- link problem to wider social problem

3rd stage - social control --- "this is what we should do about it"