Three ways of thinking about the way audiences respond to media:

Usefull for Section 1 b but also section 2

Denis McQauil - 'Uses and Gratifications'
http://www.aber.ac.uk/media/Documents/short/usegrat.html
http://en.wikipedia.org/wiki/Uses_and_gratifications

Hypodermic needle theory
http://en.wikipedia.org/wiki/Hypodermic_needle_model

Marshall McLuhan - The medium is the message
http://en.wikipedia.org/wiki/The_medium_is_the_message

Suart Hall -  Audience reception
http://en.wikipedia.org/wiki/Audience_reception