Examlex
What is collection float?
Hypodermic Needle Theory
A communication theory suggesting that media messages are injected directly into the brains of a passive audience, influencing their behaviors and beliefs directly.
Active Audience
The concept that media consumers do not passively accept content but actively interpret and integrate it according to their own cultural backgrounds and experiences.
Decoding
The process of interpreting or making sense of a message or information received.
Interpretive Strategies
The ideas and frameworks that audience members bring to bear on a particular media text to understand its meaning.
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