3. The Hypodermic Syringe Model
The model suggests there is a direct link
between media and the behaviour or
attitudes of the audience.
The model sees the audience as passive,
and the media as having a strong effect
on them.
Young audiences are seen to be the most
vulnerable, because media is an agent of
socialization for them, and so are more
likely to be influenced by the content.
4. The Hypodermic Syringe Model
The Hypodermic Syringe Model suggests
the media can effect the audience, as
they can:
Imitate the behaviour observed
Become desensitised to the content e.g.
desensitised to violence
Becoming sensitised to it(become more
aware).
Become disinhibited
Media can be used for catharsis: being a
safe outlet for emotions
6. Reception Analysis Theory
Morely created the Reception Analysis
theory, in which the audience interprets
the message of the media according to
several factors of their background.
Age, ethnicity, gender and social class
are all said to be contributors to their
interpretation of the text. The audience
can then make one of three readings
from it.
The theory sees the audience as active,
and the media as weak in influencing
them.
7. Reception Analysis Theory
The three possible readings are:
1. A dominant reading, in which the
majority read the same message.
2. An oppositional reading, which is read
by the minority, and is directly opposite
the dominant reading.
3. A negotiated reading, in which a
reinterpretation is made, in order to fit
with an individuals own views and
beliefs.
9. Uses and Gratifications Model
McQuail suggested the audience has four
needs that need to be fulfilled in media,
which determines the way they choose
what to consume.
The
model sees the audience as active,
and having control over what effect the
media can have on them.
10. Uses and Gratifications Model
The four needs are:
1. Escapism from everyday life
2. A relationship for isolated people
3. To gain information
4. To form a comparison against their own
identity.
However, it has been disputed that there
are only four needs, as many argue there
are more needs for media on an audience.
12. Selective Filter Model
In this model, Klapper states the media
can only have an effect on the audience,
once it has penetrated three stages.
This suggests the audience has an active
role in accepting whether the message
can have an effect on them.
The stages are:
1. Exposure
2. Perception
3. Retention
13. Selective Filter Model
Exposure- the audience has the choice to
engage with the media, and what type
od media they are exposed to.
Perception- the audience can then
choose whether they wish to accept the
message being conveyed.
Retention- the audience then has to
remember the message in order for it to
have an effect on them.
15. Two- Step Flow Model
The two- step flow model, by Katz and
Lazarsfeld suggests the messages of the
media can be influenced by an
individual’s relationship with another.
This person, called the ‘opinion leader’
can interpret their views of the text onto
someone who respects them, which can
then be internalised as the individual’s
own view on the subject.
This therefore sees the audience as
active, in taking a role in interpreting the
media, and the media as weak in
directly and passively effecting the
audience.
