Audience Culture

Hypodermic needle theory - in this the audience are injected with media messages directly in the mind. The passive audience is immediately affected by these messages.
The strengths of this is that it draws attention to the power that media producers have although the weakness of it is that it makes the audience seem passive and pwerless.

http://en.wikipedia.org/wiki/Hypodermic_needle_model

Cultivation theory - is that the audience develops certain views about the world as they watch more film and television. It looks at the different impacts that television has and how we see the world in which we live in.
The strengths it has is that we can't deny that the media influences us and the weakness is that it can encourage our view and also it is hard to prove it accurately.
Along with the cultivation theory links the hegemony which is the theory od ideology as ideas, beliefs and values established by the dominant culture in the society.

http://en.wikipedia.org/wiki/Cultivation_theory