The Hypodermic Needle Model;
This theory was an attempt on explaining how the media would react to mass media, it explains their response to a piece of media being it a positive or negative message which is both a passive method of response and is malleable.
The Inoculation Model
Like in medicine, inoculation is the process of being immune to a virus by leaving small amounts of exposure to it from an early start.
In the Media it is long term exposure to repeated media messages, making the audiences immune to them, becoming desensitized and no longer shocked by the information.
The two step flow model
This theory is the idea of some people choosing a vote, being the vote leader as their opinion doesn't change over time, whereas there are other people who follow the idea of the vote leaders, viewing their opinion to be stronger than their own, basing their decision on the leaders choice
Users and Gratifications Theory
This theory is the idea behind the reasoning of choice, in media this would be choice of information, personal identity, integration and social interaction as well as entertainment
this can also be found in the gaming industry, such as people playing games for information, which would entail different types of games like Brain training, Flight simulator, Civ V.
People would also play games for personal identity, playing games because they feel it suits to them, to what they enjoy, boosting their identity of themselves.
Games can be played for integration and interaction to fit into a social group, being able to talk about it and compare what's happened within it.
entertainment is a big reason behind playing a game, having something to do in spare time or all the time.
Reception Theory
The theory behind people choosing how media should be portrayed, not the producers choosing how something should sound, although it is encoded into the text, it's to the readers how it should be decoded, be it positive, negative or both.