Hypodermic Needle Model
This theory was the first attempt to explain how mass audiences might react to the mass media. Started in the 1920s, the Hypodermic Needle Model suggests that audiences passively receive information from the media and get manipulated into believing what they see is true without being given a chance to question. This theory is largely rejected, however younger and also more venerable people are supposed to be more susceptible to this. 
Two Step Flow
Individuals, who pay close attention to the mass media and their messages, then pass on their own interpretations as well as the actual media content.
Reception Theory
Reception theory argues that contextual factors, more than textual ones, influence the way the spectator views the film or television program. Contextual factors include elements of the viewer's identity as well as circumstances of exhibition, the spectator's preconceived notions concerning the film or television program's genre and production, and even broad social, historical, and political issues. In short, reception theory places the viewer in context, taking into account all of the various factors that might influence how she or he will read and create meaning from the text. The Film ‘Hurt Locker’ will be more controversial towards servicemen, women and families, where on the other hand ‘United 93’ and’ 9/11’ will be more difficult for those who experienced the terrorist attack on the twin towers.
Cultivation Theory
The Cultivation theory says that the overuse of television is creating a homogeneous and fearful populace. Those who watch four or more hours a day are labelled heavy television viewers and those who view less than four hours per day, are light viewers. Heavy viewers are exposed to media showing us the same views over long periods of time, which leads t stereotyped opinions within society. Always watching the same broadcasts or reading the same newspapers may lead to these stereotyped views. The film ‘This is England’ is often labelled as being a huge exaggeration of stereotypes today, and as re-enforcing people’s opinions of groups within society.
Copycat theory
This refers to the publicity about violent murders or suicides shown in the media which could result in imitation. However it has been shown that most of the persons who do mimic crimes seen in the media have in most cases prior criminal records, prior severe mental health problems or histories of violence. Re-enacting scenes, from films as well as costumes can also be a problem amongst groups and peers, for example after the release of ‘Clockwork Orange’, there was huge controversy after a rise in copycat crimes.http://www.visual-memory.co.uk/amk/doc/0012.html
Desensitisation Theory
This theory argues that the more we watch shocking and violent images and information, the less sensitive we become to it in real life.
Uses and gratifications theory
Uses and gratification theory suggests that media users play an active role in choosing and using the media. That we seek out a media source that best fulfils their needs, the viewer is not a sitting target, but we interpret things as what we want to see. Uses and gratifications assume that the user has alternate choices to satisfy their need. In reaction to the Film ‘Crash’ some local authorities banned viewing, for example Westminster London, however Camden, only a few miles away showings continued. This demonstrates the public making its own choices about how to respond to controversial films.
http://www.independent.co.uk/news/crash-faces-ban-from-west-end-1351586.html#
Media studies 2.0
Is the theory that the internet is used as a parallel universe housing online communities, social networking sites, blogging, and other interactive uses of information technology are changing the way people communicate and understand their world, social media is changing society, for example ’Facebook’, ‘Twitter’, other social networking sites, and any other films and programmes available over the internet, and not going through regulations.
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