whether you are constructing a text or analyzing one you will need to consider the destination of that text 

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media analyste developed:

effects models, theoretical explanations of how humans ingest the information transmitted by media texts and how this might influence their behavior 

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the hypodermic needle model (1950) - audiences passively receive the information 

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uses & gratification (1970) - far from being the passive mass audiences were made up of individuals who actively consume text for different reasons an in different ways.

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diversion - escape from everyday problems and routine 

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personal relationships - using the media for emotional and other interaction 

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personal identity - finding yourself reflected in texts learning behavior and values from text 

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surveillance - informing witch could be useful for living 

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reception theory (1980 - 1990)

a lot of work was done on the way individuals received and interpreted a text and how  their individual circumstances ( age,gender,race,ect.) 

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