Explore Stuart Hall and Paddy Whannel's classification of advertisements| Media Studies
What is the difference between a consumer and a fan? Find out in our introduction to fandoms and participatory culture.| Media Studies
A guide to the two step flow theory of communication, including definitions and examples of opinion leaders and opinion followers.| Media Studies
Explore why advertisers use sophisticated fantasies to attract the consumer's attention in our guide to Dyer's lines of appeal.| Media Studies
Read our guide to the hypodermic needle theory of communication, including examples of how the media injects their messages to the audience.| Media Studies
Shirky argued audience behaviour has changed from the passive consumption of media texts to a much more interactive experience.| Media Studies
Explore the bardic function of television and how broadcasts reflect and reinforce culture through the messages communicated to the audience.| Media Studies
Learn about how moral entrepreneurs exaggerate the threat posed by groups of people and label them as folk devils and create a moral panic.| Media Studies
Read our guide to the cultivation theory, including definitions and examples of enculturation, mainstreaming, resonance and socialisation.| Media Studies