HA9

1. The Hypodermic Needle Model
The Hypodermic Needle Model is a theory of communications suggesting that an intended
message is directly received and wholly accepted by the receiver. So In other words it is
knowledge which isn’t even being proses but rather being absorbed without even knowing
it. In other words it is trying to say that the media controls people so therefore in the war of
the words radio cast people though they were being attracted but I was just some guy who
they believed so basically he controlled them by what he did.
The Inoculation Model
This is when you are building a tolerance to a certain social behaviour from an early stage so
if to you were to build a resistance as its second nature. Similar to a medical inoculation
which is the act of using small amounts of virus’s in a vaccine to build immunity to the virus.

2. The Two-Step Flow Model
The two-step flow of communication hypothesis was first introduced by Paul Lazarsfeld,
Bernard Berelson, and Hazel Gaudet in The People's Choice, it is a 1944 study focused on
the process of decision-making during a Presidential election campaign.
The Uses & Gratifications Theory
This is a popular approach to the understanding mass communication. This theory place
more focus on consumers or audience rather than the actual message itself asking people
“what they do with media” rather than “what media does to people” it assumes that people
are in control rather than being controlled so it makes them think it’s their own choice even
if it isn’t. it also could mean that people or the audience are responsible for their choices
when it involves there needs this is only a theory though so it could imply that the media
competes for the information source for views gratification.

3. The Reception Theory
The Reception theory is a version of reader response literary theory that emphasizes the
reader's reception of a literary text. It is more generally called audience reception in the
analysis of communications models. In literary studies, reception theory originally came
from the work of Hans-Robert Jauss in the late 1960s.
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