2. The two step flow is a theory
which as it suggests in the
name, consists of two steps. The
first opinion-leader will get
information from an influential
media source and then the
second opinion-leader will pass
along this information to others
(could be a friend or a member
of family) but with their
interpretation.
Katz &
Lazarsfeld;
1940’s
3. Cultivation theory examines
the long-term effects of
television. The primary
proposition of cultivation
theory states that the more
time people spend 'living' in the
television world, the more
likely they are to believe social
reality portrayed on television.
4. Reception theory is a version of reader
response literary theory that
emphasizes each particular reader's
reception or interpretation in making
meaning from a literary text.
Reception theory is generally referred
to as audience reception in the
analysis of communications models.
6. This is a linear communication
theory which suggests that
media messages are injected
directly into the brains of a
passive audience. It suggests
we are all the same and all
respond to media in the same
way.
7. Blumler and
Katz (1974)
developed the
Uses and
Gratifications
model to identify
the four needs
that were
fulfilled by
viewing
television. The
theory suggests
that media
audiences make
active use of the
media in order to
fulfil their needs.
Diversion/Entertainment
Taking you away from your
own problems and your own
world for a while (escapism).
Personal Identity
Comparing yourself to the
characters on television.
Surveillance/Information
Helping you to get knowledge
about the world and how it
works.
Personal Companionship
Getting involved with the
characters as if they are real,
wanting to find out what
happens in their lives; also
having something to talk about
with other people.
