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Description: This theory explores how people use media to fulfill their needs and what gratification they gain from media consumption. Applications: Helps in understanding audiences' motivations and designing media to satisfy various needs.

Description: Analyzes the impact of corporate ownership, advertising, and market forces on media content, production, and distribution. Applications: Used to understand power relations in media industries and its influence on content and audience perceptions.

Description: A sociological perspective that analyzes society by addressing the subjective meanings that people impose on objects, events, and behaviors. Applications: Important for media studies as it helps in understanding how media texts are interpreted by individuals.

Description: This hypothesis proposes that individuals believe others are more affected by media messages and campaigns than they are themselves. Applications: Useful in understanding audience's self-perception in the wake of persuasive communication and in media regulation debates.

Description: Focuses on the reader's or audience's experience of a literary or media text, suggesting that meaning is not inherent in texts but rather constructed by the reader. Applications: It is used in media studies to analyze how different audiences interpret media texts.

Description: Focuses on understanding culture and its impact on society, including the ways media and culture are intertwined. Applications: Helps in the analysis of how media shapes and is shaped by cultural dynamics.

Description: Cultivation Theory suggests that long-term exposure to media content can shape viewers' perceptions of reality. Applications: Used to explain how people's ideas of social reality can be influenced and shaped by television and mass media over time.

Description: The study of signs and symbols and their use or interpretation, particularly in languages and media texts. Applications: Utilized in media analysis to decode meanings and messages conveyed through symbols and imagery.

Description: Framing Theory examines how the presentation and communication of information, the 'frame', influences the audience's perception and interpretation. Applications: Critical in media studies, politics, and marketing to understand the perspective and message conveyed.

Description: An early model that suggests media have a direct and powerful influence over the audience, injecting ideas into a passive audience. Applications: Although largely discredited, it is discussed in historical context of media influence and audience studies.

Description: This theory suggests that individuals who perceive their opinions as being in the minority are less likely to express them in public for fear of isolation. Applications: Helps in analyzing public opinion formation and the influence of media on willing to express opinions.

Description: McLuhan's theories, including 'the medium is the message', focus on the medium itself as shaping and controlling the scale and form of human association and action. Applications: Provides a framework for understanding how different media technologies influence society and cultural norms.

Description: Suggests that the audience actively interprets media messages in various ways, encoding by the producer and decoding by the receiver. Applications: Helps in analyzing how messages are produced, disseminated, and interpreted differently by audiences.

Description: Agenda-Setting Theory posits that the media doesn't tell us what to think, but what to think about by selecting issues they consider important. Applications: Investigates the power of media in shaping public discourse and priorities.

Description: Posits that media effects flow in two stages: from media to opinion leaders, and from them to the wider population. Applications: Important for understanding the role of influencers in shaping public opinion and the dissemination of media.

Description: The study of narrative and narrative structure and the ways that these affect human perception. Applications: In media studies, it's used to analyze the structure of stories and how they are understood by audiences.

Description: An approach that identifies and examines the structures which underlie all things and that human culture can be understood by its binary oppositions. Applications: Structuralism is used to analyze cultural products, including media texts, and their underlying systems.