Hypodermic syringe model:
This model suggests that a thoery or message is directly and completely recieved by an individual. For example a message from the media can be provided by the hypodermic syringe model via a film to the audience, the title coming from the image of a physical hypodermic syringe; direct and strategic.
Two-step flow model:
Based on a 1940s study into social influence, the Two-step Flow Model (aka Multistep Flow Model) suggests that we recieve our information secondhand; via 'opinion leaders'. Opinion leaders are those initially exposed to a specific media content, interpret based on their own opinion and then begin to infiltrate these opinions through the general public who then become "opinion followers".
Uses and gratification theory:
It assumes that members of the audience are not passive, but take an active role in interpreting and integrating media into their own lives. The theory also suggests that audiences are responsible for choosing media to meet their needs. The approach suggests that people use the media to fulfill specific gratifications.
