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Task 1
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 by causing panic and confusion
and making people believe him because it was a time where people believed everything
what they were told because they didn’t have the technology that we have today
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.
An example of this would be if you were to watch a horror movie once you would be more
tolerant to watching other ones because you already watch one so they rest would be
almost the same again so you know what to expect but on the other hand if you were to
watch a horror movie for you first time you may be threw of from watch it again because
the first time may have put you of because you may not be use to the movies so you might
not like them so therefore you might not watch them again.
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. An example of this
would be when someone like my friend reads an article about something in which he may
be shocked about so he will then tell me about what he has read but he would talk about it
to me in his own words so I would get his opinion about it as well as his way of explaining it
so I would be getting his word for it and his side of the story so the truth may be tiny bit of a
lie and he might make it sound worse than it is.
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. An example of this would be
games like Minecraft where you lean whilst you are playing but you also are socialising
whilst you are learning new things in which you might find fun so you would be pushed
towards this type of game.
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. an example of this would be in the
programme Jeremy Kyle where there is usually allot of people on there who have a bad
reputation or they just luck like scum or scruffy looking I would say I was nothing like them
so it is basically the perception of what I take away from what I have just watched it is
basically what I think of myself from what has gone on the event I have watch this is to
make myself feel better and just overall better about what I have just watched.
