Hypodermic model
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The hypodermic needle theory from the 1930s and 1940s suggests that mass media can directly influence large groups of people by "injecting" them with powerful messages designed to elicit responses. It implies that the audience is passive and will immediately accept the information from media sources without question. Factors that contributed to this view include the rise of new media like television and radio increasing exposure, as well as the growth of advertising and persuasion industries deliberately manipulating the public. While this theory was influential, it did not account for individual differences in how people interpret messages.
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Cultivation theory
This document discusses cultivation theory, which proposes that heavy television viewing can influence viewers' perceptions of reality. It presents the theory's key arguments, including that extensive TV watching over time can gradually shape viewers' beliefs through first and second-order effects. Heavy viewers may see the world as more violent and fear-inducing than it really is. However, attitudes can also be shaped by other media, personal experiences, and social influences. The document examines applications and critiques of cultivation theory.
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This document discusses key concepts in media sociology including definitions of different types of media, technological developments, effects on audiences, and issues of representation. It covers how the media contributes to socialization through subtly reinforcing gender roles and political views. It also examines debates around media influence, including whether violence in media causes real-world effects, and the extent of press owner control over content. Sample exam questions are provided at the end.
The hypodermic needle theory
The hypodermic needle theory suggests that mass media has a direct, powerful, and immediate effect on passive audiences. It views audiences as unable to resist media messages that are injected into them, influencing their beliefs and behaviors. This theory was prevalent in the 1940s-1950s but is now seen as outdated, as audiences are not purely passive and can reject messages. A famous example was a 1938 radio broadcast about a Martian invasion that some listeners initially believed was real news.
The Mean World Syndrome
This document discusses how violence in news media can cultivate perceptions of the world as mean and scary in heavy viewers. It analyzes research showing news frequently emphasizes crime and violence more than actual rates. Studies found media exposure accounts for children's knowledge of violence even in low-crime areas. Heavy viewing is linked to outcomes like "mean world syndrome," defined as seeing the world as exceedingly dangerous. While tragic events receive coverage, this focus on violence and fear may fuel disproportionate public panic out of line with actual risks and realities.
Cultivation Theory
The document summarizes Cultivation Theory, which was developed by Professor George Gerbner to analyze the long-term effects of television viewing. Some key points:
- Cultivation Theory predicts that heavy television viewing shapes peoples' perceptions of the real world by cultivating exaggerated beliefs, such as that the world is a more violent place.
- Studies found heavy viewers overestimated statistics like crime rates compared to light viewers. This supported the theory's key concept of a "Mean World Syndrome" from extensive television exposure.
- The theory was later modified to include the concepts of "Mainstreaming," where heavy viewing converges viewpoints across groups, and "Resonance," where effects are stronger for vulnerable populations.
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The hypodermic needle model suggests that media messages are directly injected into passive audiences, immediately influencing them without their ability to resist. This theory was exemplified by the 1938 War of the Worlds radio broadcast causing a wave of panic. The uses and gratifications model counters this by focusing on how audiences actively use media to fulfill cognitive needs for knowledge, affective needs for emotions, personal integrative needs for self-esteem, social integrative needs for social interaction, and tension-free needs for escapism.
Cultivation theory and Priming theory
The document discusses two social media theories: Cultivation Theory and Priming Theory. Cultivation Theory proposes that heavy television exposure shapes peoples' perceptions of social reality over time. Priming Theory suggests that media provides frames of reference that influence how audiences interpret subsequent messages. The document also provides examples and critiques of each theory, noting limitations such as not considering meaning across different media genres and audiences' perspectives.
Hypodermic syringe model[1]
The hypodermic syringe model suggests that audiences passively accept messages injected by the media, and that this directly correlates to anti-social behavior. Research by Bandura found children imitated aggressive behaviors they saw acted out. This supported the model by indicating media violence can lead to copycat violence. However, the model has been criticized for oversimplifying audiences and failing to see them as sophisticated media consumers.
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This document discusses cultivation theory, which proposes that heavy television viewing can influence viewers' perceptions of reality. It presents the theory's key arguments, including that extensive TV watching over time can gradually shape viewers' beliefs through first and second-order effects. Heavy viewers may see the world as more violent and fear-inducing than it really is. However, attitudes can also be shaped by other media, personal experiences, and social influences. The document examines applications and critiques of cultivation theory.
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The hypodermic needle theory
The hypodermic needle theory suggests that mass media has a direct, powerful, and immediate effect on passive audiences. It views audiences as unable to resist media messages that are injected into them, influencing their beliefs and behaviors. This theory was prevalent in the 1940s-1950s but is now seen as outdated, as audiences are not purely passive and can reject messages. A famous example was a 1938 radio broadcast about a Martian invasion that some listeners initially believed was real news.
The Mean World Syndrome
This document discusses how violence in news media can cultivate perceptions of the world as mean and scary in heavy viewers. It analyzes research showing news frequently emphasizes crime and violence more than actual rates. Studies found media exposure accounts for children's knowledge of violence even in low-crime areas. Heavy viewing is linked to outcomes like "mean world syndrome," defined as seeing the world as exceedingly dangerous. While tragic events receive coverage, this focus on violence and fear may fuel disproportionate public panic out of line with actual risks and realities.
Cultivation Theory
The document summarizes Cultivation Theory, which was developed by Professor George Gerbner to analyze the long-term effects of television viewing. Some key points:
- Cultivation Theory predicts that heavy television viewing shapes peoples' perceptions of the real world by cultivating exaggerated beliefs, such as that the world is a more violent place.
- Studies found heavy viewers overestimated statistics like crime rates compared to light viewers. This supported the theory's key concept of a "Mean World Syndrome" from extensive television exposure.
- The theory was later modified to include the concepts of "Mainstreaming," where heavy viewing converges viewpoints across groups, and "Resonance," where effects are stronger for vulnerable populations.
-
Audience research
The hypodermic needle model suggests that media messages are directly injected into passive audiences, immediately influencing them without their ability to resist. This theory was exemplified by the 1938 War of the Worlds radio broadcast causing a wave of panic. The uses and gratifications model counters this by focusing on how audiences actively use media to fulfill cognitive needs for knowledge, affective needs for emotions, personal integrative needs for self-esteem, social integrative needs for social interaction, and tension-free needs for escapism.
Cultivation theory and Priming theory
The document discusses two social media theories: Cultivation Theory and Priming Theory. Cultivation Theory proposes that heavy television exposure shapes peoples' perceptions of social reality over time. Priming Theory suggests that media provides frames of reference that influence how audiences interpret subsequent messages. The document also provides examples and critiques of each theory, noting limitations such as not considering meaning across different media genres and audiences' perspectives.
Hypodermic syringe model[1]
The hypodermic syringe model suggests that audiences passively accept messages injected by the media, and that this directly correlates to anti-social behavior. Research by Bandura found children imitated aggressive behaviors they saw acted out. This supported the model by indicating media violence can lead to copycat violence. However, the model has been criticized for oversimplifying audiences and failing to see them as sophisticated media consumers.
Presentation
This document provides an overview of gatekeeping theory and the hypodermic needle theory. It defines gatekeeping theory as the process by which information passes through various "gates" or gatekeepers on its way to the audience. It traces the history and development of gatekeeping theory from Lewin to Shoemaker. It also discusses cases of gatekeeping in journalism, marketing, and at the individual level. The document then defines the hypodermic needle theory as the idea that media messages have a direct influence on audiences. It discusses the history and limitations of this theory, and provides cases like The War of the Worlds radio broadcast. Finally, it considers how these theories apply in modern social media, where audiences can now interact with media
The hypodermic needle theory
The hypodermic needle theory proposed in the 1930s suggested that mass media had a direct, powerful, and immediate effect on passive audiences. It was based on the assumptions of the time when radio and films were the only media and all received the same messages. During World War II, the theory was supported by the Nazi use of propaganda to influence the German public. However, the theory is now largely disregarded because media and audiences have changed dramatically with new technologies allowing people more choice and interaction with information. While outdated, the hypodermic needle theory was an early attempt to understand media effects.
Hypodermic needle
The hypodermic needle theory from the 1940s-1950s suggested that mass media had a direct and powerful influence on audiences by "injecting" them with messages that would trigger desired responses. It viewed audiences as passive receivers who uncritically accepted whatever messages they were exposed to via radio, television, advertising, and propaganda. This theory is now considered outdated as later research found that audiences interact with media in more complex ways and are not uniformly influenced. The radio broadcast of "War of the Worlds" led some listeners to mistakenly believe the fictional story of a Martian invasion was real news, demonstrating how early audiences may have passively accepted media messages. However, the hypodermic needle theory fails to account for differences
Effects Theory
The document discusses the Hypodermic Needle Theory, also known as the Effects Model, which assumes that audiences passively accept the messages that media producers intend to transmit. It notes this theory was more applicable before the rise of interactivity from Web 2.0. Examples are given showing how producers have used media to demonize certain groups. The document also discusses Theodor Adorno's views on popular culture and distraction, as well as an experiment by Albert Bandura which found that children will copy violent behaviors they see, supporting the theory that media can influence audiences.
Hypodermic Needle Theory
The hypodermic needle theory suggests that mass media in the 1940s-1950s had a direct and powerful influence on audience behavior by "injecting" them with messages designed to elicit a specific response. It views audiences as passive receivers who uncritically accept media messages. However, the theory is now considered outdated and invalid because it fails to account for variability in how people consume and interpret media messages.
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The document provides an overview of several mass communication theories, beginning with the hypodermic needle theory. This theory proposed that media had a direct and powerful effect on passive audiences. However, the two-step flow theory later emerged from election studies, finding that opinion leaders and interpersonal communication were more influential than direct media effects. This led to the two-step flow model, where information spreads from media to opinion leaders and then to less active individuals.
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Hypodermic needle theory
The document discusses the hypodermic needle theory of mass communication. It was proposed in the 1930s and suggests that media messages directly influence passive audiences like injections from a needle. Katz and Lazarsfeld argued this theory was too simplistic and proposed the two-step flow model, where opinion leaders influence audiences. The document also discusses the Lasswell formula for communication research and concludes different individuals respond differently to the same media messages.
Hypodermic needle
The document discusses the hypodermic needle theory of mass communication, which suggests that media messages are directly injected into passive audiences, immediately influencing them. It notes that this theory from the 1930s is now considered outdated. The two-step flow model is presented as an alternative, in which opinion leaders influence the public rather than direct media effects. Lasswell's communication formula is also described as analyzing the basic questions of who communicates what through which channel to whom with what effect.
Media Desensitisation
Desensitisation is a theory that suggests exposure to violence in media can influence viewers' behavior, as they may become accustomed to seeing violence as normal and acceptable. It notes the risk of fictional violence desensitizing audiences to real violence. While it brings attention to how much violence media exposes audiences to, it is not a perfect theory as individual responses vary depending on other personal factors and prior experiences. As an example, some claimed the murder of James Bulger was inspired by a violent film the two young boys saw, though the theory cannot be proven reliably.
Cultivation theory
This document discusses George Gerbner's cultivation theory, which proposes that heavy television viewing can influence viewers' perceptions of social reality. It presents Gerbner's three-pronged research strategy of institutional process analysis, message system analysis, and cultivation analysis. Cultivation analysis examines whether heavy viewers are more likely to perceive social reality as reflected in common television messages and portrayals. The document also discusses key concepts like mainstreaming and reviews international studies and recent findings on how television viewing can cultivate beliefs around topics like crime, health, politics, and gender roles.
Hypodermic Needle Theory
The hypodermic needle theory suggests that the media has a direct and powerful effect on passive audiences by "injecting" ideas and views. It was popular in the 1940s-1950s when radio, TV, and ads first became widespread and were thought to influence behavior. The theory says the audience is powerless to resist media messages and will believe anything they see or hear. However, it is now seen as outdated since audiences are more media-literate and able to reject messages critically rather than just accepting everything passively.
Cultivation theory
According to cultivation theory, heavy television viewers are more likely to perceive social reality as portrayed on television. The theory proposes that extensive television exposure can influence viewers' beliefs about the world, such as exaggerating the prevalence of violence and danger. Cultivation analysis examines the long-term effects of repetitive television content on viewers' conceptions of social reality.
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This document provides an overview of gatekeeping theory and the hypodermic needle theory. It defines gatekeeping theory as the process by which information passes through various "gates" or gatekeepers on its way to the audience. It traces the history and development of gatekeeping theory from Lewin to Shoemaker. It also discusses cases of gatekeeping in journalism, marketing, and at the individual level. The document then defines the hypodermic needle theory as the idea that media messages have a direct influence on audiences. It discusses the history and limitations of this theory, and provides cases like The War of the Worlds radio broadcast. Finally, it considers how these theories apply in modern social media, where audiences can now interact with media
The hypodermic needle theory
The hypodermic needle theory proposed in the 1930s suggested that mass media had a direct, powerful, and immediate effect on passive audiences. It was based on the assumptions of the time when radio and films were the only media and all received the same messages. During World War II, the theory was supported by the Nazi use of propaganda to influence the German public. However, the theory is now largely disregarded because media and audiences have changed dramatically with new technologies allowing people more choice and interaction with information. While outdated, the hypodermic needle theory was an early attempt to understand media effects.
Hypodermic needle
The hypodermic needle theory from the 1940s-1950s suggested that mass media had a direct and powerful influence on audiences by "injecting" them with messages that would trigger desired responses. It viewed audiences as passive receivers who uncritically accepted whatever messages they were exposed to via radio, television, advertising, and propaganda. This theory is now considered outdated as later research found that audiences interact with media in more complex ways and are not uniformly influenced. The radio broadcast of "War of the Worlds" led some listeners to mistakenly believe the fictional story of a Martian invasion was real news, demonstrating how early audiences may have passively accepted media messages. However, the hypodermic needle theory fails to account for differences
Effects Theory
The document discusses the Hypodermic Needle Theory, also known as the Effects Model, which assumes that audiences passively accept the messages that media producers intend to transmit. It notes this theory was more applicable before the rise of interactivity from Web 2.0. Examples are given showing how producers have used media to demonize certain groups. The document also discusses Theodor Adorno's views on popular culture and distraction, as well as an experiment by Albert Bandura which found that children will copy violent behaviors they see, supporting the theory that media can influence audiences.
Hypodermic Needle Theory
The hypodermic needle theory suggests that mass media in the 1940s-1950s had a direct and powerful influence on audience behavior by "injecting" them with messages designed to elicit a specific response. It views audiences as passive receivers who uncritically accept media messages. However, the theory is now considered outdated and invalid because it fails to account for variability in how people consume and interpret media messages.
Cultivation theory and case studies
Cultivation theory (original one and a broader look) and case studies of both.
This slide includes reference list (reliable sources)
The hypodermic needle theory
The Hypodermic Needle Theory suggests that mass media in the 1940s-1950s had a direct and powerful influence on audience behavior. It viewed audiences as passive receivers who were immediately influenced by whatever media messages were "injected" into them. However, the theory is now considered outdated and invalid because audiences are not simply passive - people consume media selectively and can resist or reject messages. Modern audiences are also more media literate and aware of how institutions operate due to technological changes.
Magic bullet theory (assignment based)
This theory is based on media's direct effect on Pakistani society. It is an assignment based presentation.
Modelling or Copycat Theory
The document discusses the concept of the "copycat effect" where sensational media portrayals of violence can result in imitation crimes. While some point to media like films as directly influencing criminal behavior, research suggests the effect is more indirect. For those who do commit copycat crimes, many already had prior criminal histories or mental health issues. Therefore, the media likely affects pre-existing criminal tendencies rather than creating new criminals. The document also notes that parents' concerns about media influencing children's behavior are difficult to prove, and any short-term behavioral changes may not persist into adulthood.
7. mass communication theory
The document provides an overview of several mass communication theories, beginning with the hypodermic needle theory. This theory proposed that media had a direct and powerful effect on passive audiences. However, the two-step flow theory later emerged from election studies, finding that opinion leaders and interpersonal communication were more influential than direct media effects. This led to the two-step flow model, where information spreads from media to opinion leaders and then to less active individuals.
Communication Theory Cultivation Analysis
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Uses & gratification theory
The Uses and Gratification Theory focuses on why and how people use media to satisfy needs and wants. It was introduced in 1974 and has three historical stages. The theory suggests that media users actively select media to fulfill needs like diversion, social interaction, identity, and surveillance. Critics argue it does not consider media influence and assumes free will, though its strength is emphasizing individuals' roles in media use.
Hypodermic needle theory
The document discusses the hypodermic needle theory of mass communication. It was proposed in the 1930s and suggests that media messages directly influence passive audiences like injections from a needle. Katz and Lazarsfeld argued this theory was too simplistic and proposed the two-step flow model, where opinion leaders influence audiences. The document also discusses the Lasswell formula for communication research and concludes different individuals respond differently to the same media messages.
Hypodermic needle
The document discusses the hypodermic needle theory of mass communication, which suggests that media messages are directly injected into passive audiences, immediately influencing them. It notes that this theory from the 1930s is now considered outdated. The two-step flow model is presented as an alternative, in which opinion leaders influence the public rather than direct media effects. Lasswell's communication formula is also described as analyzing the basic questions of who communicates what through which channel to whom with what effect.
Media Desensitisation
Desensitisation is a theory that suggests exposure to violence in media can influence viewers' behavior, as they may become accustomed to seeing violence as normal and acceptable. It notes the risk of fictional violence desensitizing audiences to real violence. While it brings attention to how much violence media exposes audiences to, it is not a perfect theory as individual responses vary depending on other personal factors and prior experiences. As an example, some claimed the murder of James Bulger was inspired by a violent film the two young boys saw, though the theory cannot be proven reliably.
Cultivation theory
This document discusses George Gerbner's cultivation theory, which proposes that heavy television viewing can influence viewers' perceptions of social reality. It presents Gerbner's three-pronged research strategy of institutional process analysis, message system analysis, and cultivation analysis. Cultivation analysis examines whether heavy viewers are more likely to perceive social reality as reflected in common television messages and portrayals. The document also discusses key concepts like mainstreaming and reviews international studies and recent findings on how television viewing can cultivate beliefs around topics like crime, health, politics, and gender roles.
Hypodermic Needle Theory
The hypodermic needle theory suggests that the media has a direct and powerful effect on passive audiences by "injecting" ideas and views. It was popular in the 1940s-1950s when radio, TV, and ads first became widespread and were thought to influence behavior. The theory says the audience is powerless to resist media messages and will believe anything they see or hear. However, it is now seen as outdated since audiences are more media-literate and able to reject messages critically rather than just accepting everything passively.
Cultivation theory
According to cultivation theory, heavy television viewers are more likely to perceive social reality as portrayed on television. The theory proposes that extensive television exposure can influence viewers' beliefs about the world, such as exaggerating the prevalence of violence and danger. Cultivation analysis examines the long-term effects of repetitive television content on viewers' conceptions of social reality.
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This document outlines several mass communication theories: the Magic Bullet Theory which suggests media has a direct influence on audiences; the Two-Step Theory where opinion leaders influence the public; the Agenda-Setting Theory where media tells the public what issues are important; Diffusion Theory where opinion leaders spread messages to influence the masses; and Framing Theory where how an issue is presented influences choices. It provides diagrams and brief explanations of each theory and links to additional mass communication theory resources.
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George Gerbner was a media researcher who studied the effects of television violence for over 30 years. He founded the Cultural Indicators Project in 1968 to analyze television content and its effects on viewers' perceptions of the world. Gerbner developed cultivation theory, which proposes that heavy television viewers come to see the real world as similar to the fictional world portrayed on TV. The Cultural Indicators Project monitored television programming to measure the amount of violence and how it impacted viewers' beliefs about society.
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This document discusses several topics related to mass media and public opinion in the United States, including how public opinion is shaped through political socialization and factors like family, schools, peers and media. It also covers how politicians and others measure public opinion through polls, letters, and election results. Finally, it discusses how the media can influence public agenda and elections through their choice of issues and candidates covered, as well as potential biases in media reporting.
Hypodermic needle model
The hypodermic needle model is a communications model from the 1930s that suggests audiences passively receive information transmitted through media without processing or challenging it. The model holds that an intended message is directly received and wholly accepted by the receiver. It suggests audiences are manipulated by media creators and their behavior and thinking can be easily changed. The model considers audiences to be passive and homogeneous.
The Two-Step Flow Of Communication
The Two-Step Flow of Communication: An Up-to-Date Report on an Hypothesis Elihu Katz (1957)
- The People's Choice
- The Two-Step Flow Theory
- Opinion Leaders and Opinion Followers
- Minimal/ Limited Paradigm vs. Mass Society Paradigm
- Strengths and Limitations of The Two-Step Flow Theory
- Elmira Study, Rovere Study, Decatur Study and Drug Study
- Diffusion of Innovation
- Personal Influence vs. Mass Influence
- Impact of Personal Influence
- Flow of Personal Influence
Two-Step Flow Theory
The two-step flow theory of communication proposes that (1) opinion leaders first receive information from the mass media and (2) then pass on their interpretations of that information to less active individuals. The theory was developed by Paul Lazarsfeld, Bernard Berelson, and Hazel Gaudet and further expanded on by Katz and Lazarsfeld. It uses a model where opinion leaders pay close attention to media messages and influence others similar to them, while the "influentials" look to the opinion leaders rather than directly receiving information from the media.
Hypodermic Needle Theory
The hypodermic needle theory emerged in the 1940s-1950s and suggested that mass media had a powerful and direct effect on audiences, "injecting" them with messages that would trigger a desired response. Several factors contributed to this view, including the rise of radio and TV, advertising and propaganda industries, and studies of media influence on children. The theory saw audiences as passive receivers with no ability to resist media messages. An example was a 1938 radio dramatization of War of the Worlds that some listeners mistakenly believed was real news of a Martian invasion. While the theory provided large datasets, it is now seen as too simplistic since audiences interpret media differently and are more sophisticated than assumed.
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Similar to Hypodermic model
Audience Theories
The hypodermic model or "magic bullet" theory from the 1930s-40s suggested that mass media has a direct and powerful effect on passive audiences. It claimed media could trigger direct responses by "injecting" designed messages. However, this theory may be subjective as some people are more influenced than others.
The cultivation theory from the 1960s proposed that excessive TV viewing over time can alter perceptions of reality by increasing beliefs in social realities portrayed on TV. Heavy viewers (over 4 hours daily) are more likely to shape their concept of reality from TV than light viewers.
The uses and gratification theory examines why audiences consume certain media by looking at psychological needs around surveillance, identity, relationships and escapism that
Audience theories
1) Cultivation theory suggests that heavy television viewing can influence viewers' perceptions of social reality. It proposes that television has a small but significant impact on viewers' attitudes and beliefs.
2) Mass audience theory assumes audiences passively accept media messages, but some argue it relies too much on analysts' prejudices about audiences.
3) The two-step flow theory found information spreads from media to opinion leaders and then to less active individuals, influenced by the leaders' opinions. Media effects are often indirect through interpersonal communication.
Hypodermic needle theory
The hypodermic needle theory from the 1920s-1950s suggested that mass media could directly influence large groups of people by "injecting" them with messages designed to trigger a desired response, flowing directly from sender to passive receiver. It viewed the media as a powerful means of spreading ideas that audiences were powerless to resist. However, this theory is now outdated and invalid because audiences are not uniformly passive - people consume media in different ways and can resist messages.
Sample Student Paper1 Abstract The purpose of this.docx
Sample Student Paper1
Abstract
The purpose of this paper is to analyze if and how television affects peoples' perception
of society. Social learning theory and cultivation theory are introduced as two possible reasons
why television can have such an influence over its viewers. This report analyzes how body
image, stereotypes, and job glorification are affected by what is shown on television. An online
survey was taken by twenty-two people in order to see if the amount of television people
watched affected television's influence over its viewers. The questions attempted to analyze how
television affected their perceptions of themselves, others, and the professions of doctors,
lawyers, and police officers. Although the sample size was rather small the results showed that
reality television was affected by the frequency one watched television. However, more studies
should be conducted to analyze if realism or frequency plays a more predominant role in the
effects of television.
Key terms: Body image, Cultivation theory, Job glorification, Social learning theory,
Stereotypes, Television influence
Problem Statement
On average Americans, spend 2.8 hours watching television every day (American Time
Use Survey Summary). Television shows can be very influential to people, they have the ability
to move, inspire, and educate them. However, this may be causing people to believe that
television is always an accurate portrayal of real life. The belief that television shows are always
factual has the potential to affect one's judgments, which could lead to body image issues,
increased stereotyping, job glorification and more. "In addition to exposure to television, the
extent to which individuals perceive content as realistic is related to their social judgments"
Sample Student Paper2
(Busselle 47). This paper will analyze if and how, through the factors set forth in the social
learning and cultivation theories, television affects peoples' perception of society.
Literature Review
In 1939 television first started being broadcasted, and ever since the effects television has
on its viewers has been the focus of many debates and concerns. The censorship of television
shows has greatly decreased since its early days. "In the 1950s and 1960s, networks and
advertisers imposed strict controls on what could be show on television" (Hanson 329). In the
early days of television, content was highly regulated and there were a lot of rules about what
was acceptable to show on television. For example, Laura and Rob Petrie, from the Dick Van
Dyke show, had to sleep in separate beds even though they were married. Even Lucille Balls’s
pregnancy caused great concern (Hanson 329). In the 1950s and 1960s, married couples were
shown sleeping separately; however, today it is commonplace to find unmarried couples sharing
a bed on television. Although the rules and regulations about what is appropria.
Sample Student Paper1 Abstract The purpose of this.docx
Sample Student Paper1
Abstract
The purpose of this paper is to analyze if and how television affects peoples' perception
of society. Social learning theory and cultivation theory are introduced as two possible reasons
why television can have such an influence over its viewers. This report analyzes how body
image, stereotypes, and job glorification are affected by what is shown on television. An online
survey was taken by twenty-two people in order to see if the amount of television people
watched affected television's influence over its viewers. The questions attempted to analyze how
television affected their perceptions of themselves, others, and the professions of doctors,
lawyers, and police officers. Although the sample size was rather small the results showed that
reality television was affected by the frequency one watched television. However, more studies
should be conducted to analyze if realism or frequency plays a more predominant role in the
effects of television.
Key terms: Body image, Cultivation theory, Job glorification, Social learning theory,
Stereotypes, Television influence
Problem Statement
On average Americans, spend 2.8 hours watching television every day (American Time
Use Survey Summary). Television shows can be very influential to people, they have the ability
to move, inspire, and educate them. However, this may be causing people to believe that
television is always an accurate portrayal of real life. The belief that television shows are always
factual has the potential to affect one's judgments, which could lead to body image issues,
increased stereotyping, job glorification and more. "In addition to exposure to television, the
extent to which individuals perceive content as realistic is related to their social judgments"
Sample Student Paper2
(Busselle 47). This paper will analyze if and how, through the factors set forth in the social
learning and cultivation theories, television affects peoples' perception of society.
Literature Review
In 1939 television first started being broadcasted, and ever since the effects television has
on its viewers has been the focus of many debates and concerns. The censorship of television
shows has greatly decreased since its early days. "In the 1950s and 1960s, networks and
advertisers imposed strict controls on what could be show on television" (Hanson 329). In the
early days of television, content was highly regulated and there were a lot of rules about what
was acceptable to show on television. For example, Laura and Rob Petrie, from the Dick Van
Dyke show, had to sleep in separate beds even though they were married. Even Lucille Balls’s
pregnancy caused great concern (Hanson 329). In the 1950s and 1960s, married couples were
shown sleeping separately; however, today it is commonplace to find unmarried couples sharing
a bed on television. Although the rules and regulations about what is appropria.
Audience theories
Cultivation theory suggests that heavy television viewers are more likely to perceive social reality as being similar to what is portrayed on television over time. It was introduced by George Gerbner in the 1960s and proposes that television viewing can influence viewers' general beliefs about the world and specific attitudes. Heavy viewers who watch more than 4 hours per day are most susceptible to having their concept of reality shaped by television.
Audience theories hypodermic Needle Model
The Hypodermic Needle Model theory from the 1920s-1930s viewed audiences as passive receivers of media messages. It claimed the media could directly inject ideas into people's minds like a needle, making them think and act in certain ways without question. However, the theory was criticized and found to be outdated. Studies showed that personal communication and individual choice influenced people more than media alone. While some early broadcasts, like Orson Welles' 1938 "War of the Worlds," supported the theory by causing panic, it did not reflect how audiences interacted with media over the long term.
Audience theories
The document summarizes several audience theories:
1) Cultivation theory suggests that heavy media and television viewers are more likely to have their attitudes and beliefs influenced by what they see.
2) Two-step flow theory proposes that media messages are less influential than personal communication, with opinion leaders receiving information from media and passing it to others.
3) Hypodermic needle model views the audience as passive and powerless to resist direct media messaging.
The hypodermic needle theory
The hypodermic needle theory suggests that mass media has a direct and powerful influence on passive audiences by "injecting" them with messages, similar to how a hypodermic needle directly delivers a dose. It was originally proposed in the 1930s-1950s when few channels existed and audiences viewed the same content, but it is now seen as less accurate given people's ability to select from many channels. The theory viewed audiences as unable to resist media influence but it is now recognized that audiences can be more active in their media consumption.
Learning outcome three
The document discusses different theories about how audiences interact with and are influenced by media. It describes the uses and gratifications theory, which proposes that audiences actively seek out media to fulfill needs like acquiring information. It also outlines the hypodermic needle theory, where media directly injects ideas into passive audiences. Additionally, it discusses theories about active versus passive audiences, and whether people critically engage with media or just accept messages. Examples provided relate these theories to how documentaries aim to inform audiences and how North Korea controls media seen by its people.
Audience Theory
This theory represents a shift toward viewing audiences as active participants rather than passive receivers of media. It focuses on understanding the social and psychological needs and motives that drive what audiences choose to consume. Specifically, it identifies four key needs: surveillance to stay informed, personal identity, relationships, and diversion or escapism. The theory argues that audiences make their own choices about what media to engage with based on gratifying these underlying needs.
Theories of communication
This document discusses several major theories of communication, including the hypodermic/bullet theory, two-step flow theory, and gatekeeping theory. The hypodermic/bullet theory proposes that media messages can directly influence audiences like bullets. The two-step flow theory suggests influence occurs through opinion leaders. Gatekeeping theory examines how individuals control information flow. Additional theories addressed are agenda-setting theory, reinforcement theory, cultivation theory, spiral of silence, social learning theory, and uses and gratifications theory.
Bullet theory
The Hypodermic Needle Theory originated in the 1920s and posits that media has the power to directly inject influential messages into passive audiences, similar to how a hypodermic needle injects a substance. It assumes media can strongly impact public opinion and behavior in a uniform way. While influential early on, it is now seen as too simplistic given that audiences can reject messages and media effects vary between individuals and are influenced by other factors.
Hypodermic needle theory.pptx
The Magic Bullet Theory proposes that media has a direct, powerful, and immediate influence on audiences similar to being shot with a bullet. It was developed in the 1930s-40s based on the role of media in World War propaganda campaigns. The theory suggests that audiences passively accept messages without rejection and can be manipulated en masse by media. However, the theory has been criticized for ignoring audience agency and failing to acknowledge more complex interpersonal influences on opinion formation. Later research also found the theory was not empirically supported.
theoriesofcommunication1-171208055639 (1).pdf
The document discusses several theories of communication that have been developed since World War II to understand the impact of media. It describes the hypodermic/bullet theory, which posits that media messages can directly influence audiences. The two-step flow theory argues that influence occurs through opinion leaders. The gatekeeping theory explains how individuals control what information passes through channels to audiences. Later sections cover agenda-setting theory, reinforcement theory, cultivation theory, and uses and gratification theory, all of which aim to understand media effects and audiences' interactions with media.
Audience theories
The three views of audiences according to Stuart Hall are:
1. The reflective view - The audience passively accepts the preferred meaning encoded by the media producer.
2. The intentional view - The media producer encodes the meaning into the media text and the audience decodes it as intended.
3. The constructionist view - The audience plays an active role in determining the meaning. The audience does not just accept the preferred meaning but can negotiate or oppose the meaning based on their own experiences and point of view.
The hypodermic needle model
The Hypodermic Needle Model is a theory that suggests movies can directly influence and change viewers' behaviors. Some criminal cases have used influence from movies as an excuse for bad actions. The BBFC reviews films before release and may edit scenes that could unduly impact minors, thus influencing age ratings. The theory held that mass media like movies had a powerful and direct effect on audiences by changing their behaviors. This was influenced in the 1940s-50s by the rise of persuasive media like advertising and propaganda as well as studies of movies' impact on children.
An Overview of Communication Theories
This document provides an overview of major communication theories developed since the early 20th century. It discusses early theories like rhetorical theory and symbolic interaction theory. It then covers research in the 1930s-40s that studied the effects of media like film, radio and newspapers. This led to theories around two-step flow of communication, uses and gratifications, and limited effects of media. The document also summarizes cognitive dissonance theory, agenda setting theory, spiral of silence theory, cultivation theory, dependency theory and other influential communication theories.
Learning outcome three
The document discusses different ways that media can influence audience responses and behavior. It provides examples of how music videos, advertisements, and news articles can shape audience perspectives. Documentaries aim to inform audiences on important issues, though some can exhibit bias. Theories of media effects are also examined, including uses and gratification theory in which audiences seek media to fulfill needs, hypodermic needle theory which suggests media can directly influence passive audiences, and theories of active and passive audience consumption and interpretation of media messages. North Korea's strict control over its population's media is used as an example of the hypodermic needle effect.
How Audiences Respond to Media Products
The hypodermic needle theory from the early 1920s suggests that mass media can easily influence a large audience without challenge. It views the audience as passive receivers of messages directly injected into their minds by media producers, immediately affecting behavior. It does not account for individual differences in how people analyze and respond to media messages.
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Sample Student Paper1 Abstract The purpose of this.docx
Sample Student Paper1 Abstract The purpose of this.docx
Sample Student Paper1 Abstract The purpose of this.docx
Sample Student Paper1 Abstract The purpose of this.docx
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Q2 - how effective is the combination of your main product and ancillary texts?
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Horror magazine research
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Media ruby
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DPS layout decisions
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Flat plan powerpoint
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Hypodermic model
- 2. What is it? • Developed in the 1930 and 40’s • The theory implies that the media directly impacts audiences through powerful messages which can lead to changes in behaviour • It suggests that mass media can influence large amounts of people by ‘injecting’ them with messages designed to elicit direct responses.
- 3. Mass media diagram This diagram is a basic display of how mass media effects consumers. It implies that a flow of information is sent directly to passive individuals who are then immediately effected by this message. There is no way to escape the message and people then usually end up believing and accepting the information they have been told as there is no other source to contradict it.
- 4. Factors which contributed to the strong effects of the theory • A rise in the amount of media outlets, television and radios occurred giving consumers more access to media texts. This resulted in a rise in exposure to media created messages. • Advertising and persuasion industries emerged and increased leading to easy and deliberate manipulations of the public. • Payne conducted a study in 1930 discussing the effects of films on children.
- 5. Real life application This theory can be supported through the murder case of James Bulger (1993). The two ten year old perpetrators who killed three year old Jamie are said to have watched ‘Child’s Play 3’ and been inspired. While this theory wasn’t proven, the accusation caused an uproar within the public and media resulting in the amendment to the video recording act being created. This is an example of the model as due to the way that the case was presented in the media, it became common belief that the film had heavy influence over the murder.