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A perspective that sees communication as the way people interact with each other using symbols, shaping their perception and social world.

Looks at how media shapes how we define our cultural values and experiences, and the role of power in these processes. It draws on Marxism, literary theory, and ethnography.

Considers how various audiences interpret media messages differently based on their cultural backgrounds, experiences, and interests.

Proposes that the media doesn't tell us what to think, but rather what to think about by selecting issues they consider important.

Analyzes how meaning is created and communicated through signs and symbols; it is foundational in understanding how culture is constructed through communication.

A framework for critiquing culture and society, it is concerned with power, inequality, and emancipation, especially as they pertain to the media and mass communication.

Explains how individuals use media to fulfill their needs, such as entertainment, information, or social interaction.

Examines the process of communication as a two-way process where the media encodes messages that viewers decode, leading to various interpretations.

Explores how one culture spreads its values and norms to dominate another, often through the use of media and globalization.

Suggests that long-term exposure to media, particularly television, shapes viewers' perceptions of reality.

An early model that suggested media has a direct, immediate, and powerful effect on its audiences, likening media to a 'magic bullet' or 'hypodermic needle' that injects messages.