Dominant view - Agree with the message the piece of media is trying to put across
Negotiated view - Agree with some elements but not others
Opposite view - Found the media piece not enjoyable
Aberrant view - Did not understand the piece of media at all
Uses & Gratifications Theory
The audience look to the media for one of the following:
Entertainment
Education
Information
Self-esteem
Supports moral values
Hegemonic Theory
"The ruling classes are able to rule by ideas and cultural influence rather than force."
- You are ruled by the influences you have.
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