all media texts are used by people to gratify certain needs. my film would be witched by someone for the following reason this theory places the focus on the audience rather than the actual message itself asking "what people do with the media?"
Active audiences are active and interact with media are engadged and involved with hats going on. However passive audiences believe everything and are easy manipulated and weak willed. the passive audience developed in the 1930s and the media affects there thoughts and behaviors and all the audiences reacts the same way.
hypodermic needle theory- this theory implied that mass media had a powerful effect on its audience. they did this by directing an appropriate message designed to trigger a desired response.
Preffered Reading – This is when audiences respond to the product the way media producers want/expect them to.
Negotiated Reading – This is when a member of the audience partly agrees with part of the product .e.g Film, documentary, TV programme.
Negotiated Reading – This is when a member of the audience partly agrees with part of the product .e.g Film, documentary, TV programme.
Oppositional Reading – This is when the audience are in complete disagreement with the product’s message or setting.
Stuart Hall' proposed a new theory of communication and argued that the meaning is never determined by the sender. 
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