1. The Hypodermic Needle Theorysuggests that the mass media could influence a very large group of
people directly and uniformly by ‘shooting’ or ‘injecting’ them with appropriate messages designed
to trigger a desired response. An example of the application of the Magic Bullet Theory was
illustrated on October 30, 1938 when Orson Welles and the newly formed Mercury Theater group
broadcasted their radio edition of H.G. Wells' "War of the Worlds." It became known as the "Panic
Broadcast".
The Inoculation theory states that inoculation is used to describe the attribution of greater
resistance to individuals. Or, the process of supplying information to receivers before the
communication process takes place in hopes that the information would make the receiver more
resistant.
The two step theory asserts that information from the media moves in two distinct stages. First,
individuals (opinion leaders) who pay close attention to the mass media and its messages receive the
information. Opinion leaders are quite influential in getting people to change their attitudes and
behaviours and are quite similar to those they influence. Opinion leaders pass on their own
interpretations in addition to the actual media content.

2. The gratification theory suggests that media users play an active role in choosing and using the
media. Users take an active part in the communication process and are goal oriented in their media
use. The theorists say that a media user seeks out a media source that best fulfils the needs of the
user. Uses and gratifications assume that the user has alternate choices to satisfy their need.
The Perception 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 originated from the work of Hans-
Robert Jauss in the late 1960s.