The document summarizes different theories of media effects, beginning with the "bullet theory" or "hypodermic needle model." This theory suggests that media messages directly influence audiences in uniform ways. The document then discusses criticisms of the bullet theory from scholars like Lowery & De Fleur and Berger. It also discusses the Payne Fund Studies on the effects of movies on children's behavior. Finally, it provides brief examples of propaganda and the concept of "wag the dog."

1. Digital contents
20102585
Um Jung eun

3. A process of development of
Communication theory
Bullet theory
Powerful effect theory
Moderate effect theory
Limited effect theory
Bullet theory was very effective.

4. Bullet theory
The hypodermic needle model (also known as the
hypodermic-syringe model, transmission-belt model,
or magic bullet theory) is a model of communications
suggesting that an intended message is directly received
and wholly accepted by the receiver.

5. Opinion of Bullet theory
Lowery & De Fleur, 1995
"uniformly controlled by their biologically based 'instincts' and
that they react more or less uniformly to whatever 'stimuli' came along"
Berger 1995
The "Magic Bullet" theory graphically assumes that
the media's message is a bullet fired from the "media gun"
into the viewer's "head“
Croteau, Hoynes 1997
The "Hypodermic Needle Model" uses the same idea of the "shooting"
paradigm. It suggests that the media injects its messages straight
into the passive audience.
Lowery & De Fleur, 1995
Davis, Baron 1981
Both models suggests that the public is vulnerable to the messages shot
at them because of the limited communication tools and the studies
of the media's effects on the masses at the time.

6. Bullet theory- Payne Fund Studies
The Payne Fund Studies were a series of studies
of the effect of movies on children's behavior.
They were paid for by The Payne Fund,
a private foundation.
They have been criticized as lacking scientific rigor
but were the first attempt to rigorously study the media.
They were politically significant and were instrumental
in the enforcement of the Hays Code.
They are credited with contributing to the demise of
Pre-Code film-making in Hollywood.

8. 1. Wag the Dog
Wag the dog is a who, merely days before
a presidential election, distracts the electorate
from a sex scandal by hiring a Hollywood film producer
to construct a fake war with Albania.
2. PROPAGANDA
Edward Bernays was a pr specialist.
In Cheter field, he used a famous actor’s
smoking picture, many women started to
Smoking.

9. source
http://www.naver.com/
http://www.google.co.kr/webhp?hl=ko
http://en.wikipedia.org/
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