Theories

Hypodermic Needle Model:
This theory is based on the idea that people are putting messages through and are accepted by the people who are receiving them, the model comes from 1930's behaviourism and are mostly ignored today.


Two-Step flow Model
:
A theory based on a 1940's study on that says that media effects are not directly made through the personal influence of  leaders. Most of the people receive most of their information and are influenced by the media second-hand, through the personal influence of the opinion leaders.


Uses and gratifications theory:


This is based on the idea people will more often than not go in search for media and information that will enhance knowledge and social interactions. It means that the audience take an active role in interpreting and bringing media into their own lives. Basically the audience will choose the media that fits their needs.
This theory would then imply that the media compete against other information sources for viewers' gratification.