(1) This is the view that audiences passively take in information from the media and that these messages have the same effect on everyone. (2) This is more modern and generally accepted view that audiences interact with and make conscious choices the media they consume. (3) This is the suggestion that audiences are always passive and therefore take the intended message from the producer as if it injected into their minds. this assumes no individual difference in audience members. (4) learning information that you did not already know or that is is useful living (e.g. documentaries ; weather or traffic ). Identity ; personally relating to something- seeing your lifestyle on screen . Diversion/Entertainment ; escapism and being entertained away from your normal life. Relationships social interaction, caring about characters or celebrities forming relationships,e.g watch a soap opera because you care about what happens to long - standing characters. (5)