There are many different audience theories which explain the relationship between the media and its audience, the Hyperdermic needle effect suggests that the media has the capability to manipulate an audience in a sence that the audience believe what they are seeing has actually happened, this allows them to respond by telling others.
There is also the Two step flow model this is basically when an individual who is an opinion leader pays attention to the media and passes there own opinions towards the film or programme, so basically they observe the media by watching its context then they voice there opinions to other individuals. if you value there opinion and they state that the film or programme is good it will alter your thoughts towards it and could result in you watching the film or programme.
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