Theorists

1. Julian McDougall (2009) L3 - (difficult to define not impossible, has specific audiences and can still be clear groups such as 'chavs' and 'emos')
2. McQuail (1992) L2 - (changing niche, own specific niche)
3. Ien Ang (1991) L4 - (more sub categories)
4. John Hartley (1987) L3 - (understanding your audience)
5. Hypodermic theory L2/3 - (inject ideas into audiences heads)
6. Pluralist (active) theory L2/3 - (own interpretation)

7. Users & gratifications theory L2 - (escapsim, relationship and surveillance)

• Diversion - escape from everyday problems and routine.
• Personal Relationships - using the media for emotional and other interaction, eg) substituting soap operas for family life
• Personal Identity - finding yourself reflected in texts, learning behaviour and values from texts
• Surveillance - Information which could be useful for living eg) weather reports, financial news, holiday bargains