Summaries Theories.

Uses & Gratifications Theory

The uses and gratification an approach to understanding why and how people actively seek out specific media to satisfy specific needs. The driving question of UGT is: Why do people use media and what do they use them for? Beginning in the 1940s, researchers began seeing patterns under the perspective of the uses and gratifications theory in radio listeners. The modern ways of using Use and Gratifications are:

Internet uses

Content.: Uses for the Internet include the need for researching or finding specific information or material, which are gratified with content..

Process: Users gain gratification from the experience of purposeful navigating or random browsing of the Internet in its functional process.

Social: Uses encompass a wide range of forming and deepening social ties.

Social Networking like Facebook and twitter. With Facebook they research the uses of Facebook groups, including information acquisition about campus/community, entertainment/recreation, social interaction with friends and family, and peer pressure/self satisfaction. On twitter they research how long people spend on Twitter. The amount of tweets they use to socialise with each other and public messages/

Hyperdermic Needle theory

This theory suggest that a mass media could influence a large amount of people directly like it is injecting theme with an appropriate message designed to trigger a response. This could be a positive and negative thing depending on the message. 

Reception theory 

This more generally called audience reception in the analysis of communication models. A basic acceptance of the meaning of a specific text tends to occur when a group of readers have a shared cultural background and interpret the text in similar ways. It is likely that the less shared heritage a reader has with the artist, the less he or she will be able to recognise the artist's intended meaning, and it follows that if two readers have vastly different cultural and personal experiences, their reading of a text will vary greatly

Passive/Active
An active consumption is when the audience  will engage and discuss media messages that comes across to them and some times question the media messages through life experiences. Others may interpenetrate the message in a different way or question it, by doing this the audience won’t be as suggestible to tell them what to think.