Dominant reading - "obvious" (what the owners want you to accept)
Oppositional reading - disagreeing with the dominant reading
Negotiated reading - somewhere in the middle, taking in both sides of the argument
Klapper and Fiske - 3 different filters, Selection Exposure - what you are shown, Perception, Retention
Blumler and McQuail, individuals are active in their approach to the media and use it as an escape, to gather information, to form relationships, and construct an identity.
Media professionals try and appeal to the widest audience possible to gain their consent. This means they need to take into account people's different ethnicities, gender, age etc. because the media will effect them in different ways. This links to Neo-Marxism because
Katz and Lazarsfeld, The status of the "opinion leader" is used to convince you of the media message. This links to hierarchy of credibility where people of high status are asked their opinions on matters. This links to Marxism because it enforces social hierarchy, with those at the top having the most power.
Gauntlett, We are constantly exposed to the same media messages. It helps enforce the message the owners are trying to portray, and it becomes a norm. This links to a Neo-Marxist perspective because it is the dominant class (i.e. white, middle-class men) who have always controlled the content of the media.