By Sara Dean

This theory was developed by Hans-Robert Jauss in the 1980’s and 90’s.

This theory was developed to show howan audience interpreted something theyhad seen based on their individualcircumstances.

Jauss came up with this theory when hebecame a professor.

An example of this would be the femaleinterpretation of Thelma & Louise. Theinterpretation states that through thenovella A Vampire’s Kiss that this shouldhave been the ending to the film.

This is important to today’s society as theindividuality of persons has increasedover the years and the interpretations offilms have been reflected on reviews andshown throughout.

Thelma & Louise snapshot

Developed by Paul Felix Lazarsfeld in 1944

This shows how an electoral debate is effected by the mass media. This shows that information travels from mass media, to the opinion leaders and then followers and any individuals in a social contact, as shown opposite.

It was developed after Lazarsfeld witness an electoral debate in ‘44.

Example of the theory would be the Jonathan Ross show, he films a chat show, gets information and it is then shown through the mass media.

This is relevant to the society today as more people are becoming aware of the elections around the world and this theory helps them understand how they are shown and interpreted.

This was developed by the Payne Fund Study in the 1930’s.

This was developed to show the effects mass media has on an audience, as the name suggests, an audience was ‘injected’ with ideas and meanings to particular things.

An example would be the Nazi propaganda that was evident in Triumph of the Will.

It’s relevant to today’s society because an audience that is unaware of a situation will be ‘injected’ through the mass media, evidently not getting all the information they need.

This was developed by Katz and Blumler in 1974.

This suggests that media users play a very active role in choosing and using the media. Ordinary theorists say that the media source the media users for information however, with this theory the media users find an alternative choice to satisfy their need.

An example of this would be Al Gore’s: An Inconvenient Truth. The user watches this but finds the information out themselves to see if he tells the truth through his information.

This is relevant to today’s society because the media is always needed to be backed up with reliable sources that media users will find to satisfy themselves.