2. The Hypodermic Needle Model
The Hypodermic Needle Theory is the theory that
what the media presents to their audience whether it
be by the radio, TV etc, is wholly took in by the
audience as being real. The most famous example of
this was the 193 initial radio broadcasts of The War Of
The Worlds which shortly after brought widespread
panic all across the US. It was eventually disproved
as being dependent on the people individually and
how their personality is.
http://mediamythalert.files.wordpress.com/2009/10/radio_scare.jpg?w=300
http://youtu.be/Xs0K4ApWl4g
Radio Broadcast
3. The Inoculation Model
The Inoculation Theory is the theory in which peoples attitudes and
beliefs can change over time and also that why they keep their
attitudes and beliefs over time. The term was invented by William
McGuire after the Korean War in which 9 US Soldiers that had been
captured by the Koreans and held at a camp decided to stay with their
captors instead of returning to their country when given the chance.
The belief behind this theory was that the Soldiers had been
brainwashed whilst at the Korean camp.
http://www.utmb.edu/legends/Images/williammcguire(FL).jpg
William McGuire
4. The Two-Step Flow Model
The Two-Step Flow Theory is the theory that audiences
gain their opinions due to persuasion from opinion leaders
such as their friends and family. The theory was found by
Paul Lazarsfeld in 1944 when he began research into the
presidential debate that was happening at the time and
found that most peoples choices were based on what had
been told to them by other people.
http://www.utwente.nl/cw/theorieenoverzicht/theory%20clusters/mass%20media/two_step_flow_theory-1/Two_Step_Flow_Theory-1-1.png
http://upload.wikimedia.org/wikipedia/en/d/d4/Lazarsfeld.jpg
Paul Lazarsfeld
5. The Uses and Gratification Model
The Uses and Gratification theory is that instead of looking
at how media affects the audience, you look at how the
audience affects the media, a popular example is the video
game franchise Call Of Duty. When the game Call Of Duty
4: Modern Warfare was released it gained mass popularity
which caused the publishers Treyarch and Infinity Ward to
release more and more Call Of Duty games due to the
reaction and the future games would gain more money.
http://indiegames.com/2012/12/06/callofduty.png
Chart of initial sales of the Call Of Duty Games
6. The Reception Theory
The Reception Theory is that certain media texts are
purposely made so the audience reading it can decode
what it means, but the message must be used frequently
for the audience to realise what it means. For example a
magazine could do an article on today's most popular
clothing trends, which in turn will inform the audiences
what the apparent clothing trends are
http://3.bp.blogspot.com/-XvVzBVpUVpg/T-BAXI_3J9I/AAAAAAAAAJk/4mouoYWSYiw/s1600/Pixton_Comic_STAURT_HALL_RECEPTION_THEORY_by_Doyinsola%5B1%5D.png
An example of The Reception Theory
