2. Hypodermic needle/ Magic
bullet theory
. The hypodermic needle theory is basically the theory
that the media “Injects” the information and message
directly into the heads of the intended audience, who
absorb the message in it’s entirety. The use of the words
“hypodermic needle” makes the the person think of a
direct injection of the information, which is what the theory
is all about.
3. Uses and gratifications theory
. The uses and gratifications theory is about how people
search for certain media types that will appeal to or
please the need for more knowledge, social interaction or
diversion/ escapism. These are the more common
reasons in which people use the media for in this theory.
4. Reception theory
. The reception theory is basically the idea that the
producers/directors/ editors “encode” a film, which
includes certain codes and conventions which the
audience then “decodes” and dissects this film, however
the eventual decoding of the film may end up with a new
look/ view on the film which was not intended by the
directors etc. The decoding sequence can often be
altered dramatically by the age, class, gender and
ethnicity.
5. Two-step flow theory
. The two-step flow theory Is based on the idea that
information and messages from the media do not “flow”
directly to the audience, the first pass through people
called “Opinion leaders” who first the media goes through,
which is then “programmed” with messages and opinions
which then flows to the target audience.
