Reception Theory is a version of Reader Response literary theory that emphasizes the reader's reception of a literary text. It originated from the work of Hans-Robert Jauss in the late 1960s. Reception Theory was its most influential during the 1970s and early 1980s in Germany and Western Europe.
This approach to textual analysis focuses on the scope for "negotiation" and "opposition" on part of the audience.

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Blumler and Katz’s uses and gratification theory suggests that media users play an active role in choosing and using the media. Users take an active part in the communication process and are goal oriented in their media use. The theorist say that a media user seeks out a media source that best fulfills the needs of the user. Uses and gratifications assume that the user has alternate choices to satisfy their need.

http://www.uky.edu/~drlane/capstone/mass/uses.htm