Media audience theories and questionnaire help

The three main theories about media audiences:

-Hypodermic syringe/ effect theory
The theory represents an 'injection' of an idea or message into the public domain whereby they are persuaded or influenced by this message from the mass media.

Below is a presentation I found explaining the theory in more detail.

-Uses and gratification 
 This is the theory that the message which is transmitted to the mass audience isn't the direct influence, it is what the audience do with the message as they take an active role in interpreting the media to meet their specific needs.

Below is a presentation I found which explains this theory in more detail.

-Two-Step flow - Paul Lazarsfeld, Bernard Berelson and Hazel Gaudet (1944)
This theory represents the idea that individuals receive the medias information or message, then pass on their interpretation to others as well as the original message transmitted.

Below is a presentation I found which explains the theory in more detail.

Audience positioning (Stuart Hall)

Dominant: The reading which is implied by the director/writer whereby the audience adopt these.
Negotiated: The reading whereby the audience reject what is implied and challenge the views.
Oppositional: The reading is partially accepted, but allows the audience to see both views - Oppositional and negotiated.

Questionnaire help

Andrew Goodwin writing in ‘Dancing in the Distraction Factory’  (Routledge 1992)

1. Music videos demonstrate genre characteristics
(e.g. stage performance in metal video, dance routine for boy/girl band).

2. There is a relationship between lyrics and visuals 
(either illustrative, amplifying, contradicting).

3. There is a relationship between music and visuals 
(either illustrative, amplifying, contradicting).

4. The demands of the record label will include the need for lots of close ups of the artist and the artist may develop motifs which recur across their work (a visual style).

5. There is frequently reference to notion of looking (screens within screens, telescopes, etc) and particularly voyeuristic treatment of the female body.

6. There is often intertextual reference (to films, tv programmes, other music videos etc).

Questions
Open questions- Allowing the audience to express their view (Qualitative questions)
Closed questions- Only allowing a yes or no answer (Quantitative questions)