Hypodermic needle
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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 This theory is now considered outdated as later research found that audiences interact with media in more complex ways and are not uniformly influenced.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
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The Hypodermic Needle Model
A presentation which looks at the way in which the hypodermic needle model presents information to audiences.
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 While outdated, the hypodermic needle theory was an early attempt to understand media effects.
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 This theory was prevalent in the 1940s-1950s but is now seen as outdated, as audiences are not purely passive and can reject messages.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.
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.
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.
Hypodermic needle theory !
The hypodermic needle model of communication, also known as the magic bullet theory, suggests that media messages have a direct and uniform effect on passive audiences similar to injecting a hypodermic needle (i.e. direct injection). This model from the 1930s views audiences as directly influenced by media messages without personal interpretation. However, Katz and Lazarsfeld's two-step flow of communication model from 1955 found that media messages are often interpreted by opinion leaders in social groups before reaching others, challenging the notion of direct media effects.
Hypodermic needle theory
The document discusses several theories of audience reception of media:
1) The hypodermic needle theory suggests audiences passively receive ideas injected by media without mediation.
2) The two-step flow model proposes ideas spread from media to opinion leaders then the wider population.
3) Uses and gratifications theory views audiences as active, consuming media to fulfill different needs like diversion, relationships, identity and surveillance. Blumer and Katz expanded on four functions identified by Wright Mills.
Hypodermic Needle Theory
The Hypodermic Needle Theory suggests that audiences passively absorb intended messages from media like television without questioning or rejecting them. This theory was popular in the 1930s but has since been disproven. The 1938 radio adaptation of "War of the Worlds" by Orson Welles caused widespread panic, supporting the idea that audiences uncritically accept media messages. However, the theory is now seen as inadequate because audiences have preexisting opinions and are not completely shaped by media. The Payne Fund studies from 1929-1932 also contributed to this view of powerful media influence but lacked scientific rigor and methodology.
Recommended
The Hypodermic Needle Model
A presentation which looks at the way in which the hypodermic needle model presents information to audiences.
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.
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.
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.
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.
Hypodermic needle theory !
The hypodermic needle model of communication, also known as the magic bullet theory, suggests that media messages have a direct and uniform effect on passive audiences similar to injecting a hypodermic needle (i.e. direct injection). This model from the 1930s views audiences as directly influenced by media messages without personal interpretation. However, Katz and Lazarsfeld's two-step flow of communication model from 1955 found that media messages are often interpreted by opinion leaders in social groups before reaching others, challenging the notion of direct media effects.
Hypodermic needle theory
The document discusses several theories of audience reception of media:
1) The hypodermic needle theory suggests audiences passively receive ideas injected by media without mediation.
2) The two-step flow model proposes ideas spread from media to opinion leaders then the wider population.
3) Uses and gratifications theory views audiences as active, consuming media to fulfill different needs like diversion, relationships, identity and surveillance. Blumer and Katz expanded on four functions identified by Wright Mills.
Hypodermic Needle Theory
The Hypodermic Needle Theory suggests that audiences passively absorb intended messages from media like television without questioning or rejecting them. This theory was popular in the 1930s but has since been disproven. The 1938 radio adaptation of "War of the Worlds" by Orson Welles caused widespread panic, supporting the idea that audiences uncritically accept media messages. However, the theory is now seen as inadequate because audiences have preexisting opinions and are not completely shaped by media. The Payne Fund studies from 1929-1932 also contributed to this view of powerful media influence but lacked scientific rigor and methodology.
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.
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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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The document discusses the history and theories of propaganda from the early 1900s. It describes the "Magic Bullet Theory" from the 1920s, which viewed media as powerful tools that could instantly manipulate people's minds like magic bullets. This theory combined ideas from behaviorism, which saw people responding automatically to stimuli, and Freudianism, which viewed appealing to peoples' unconscious desires. While an influential early theory of media effects, the Magic Bullet Theory was later criticized for assuming audiences were passive targets rather than active interpreters of messages.
Hypodermic needle theory
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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.
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.
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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
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.
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.
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This document summarizes research from Wells on how different generations react to and are interested in horror films. It conducted a study in 2000 with 12 people in each of four age groups (16-25, 26-40, 41-55, 56-80). The study found that older generations were initially more interested in horror when younger due to life experiences like walking home during WW2, while younger generations enjoy graphic elements more. It also discusses Cohen's theory of moral panic, where the media can increase fear around a perceived threat.
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The hypodermic syringe model suggests that mass media has a direct and powerful effect on passive audiences by "injecting" them with messages. It views audiences as unable to resist media influence. The model was influenced by the rise of radio and TV, advertising/propaganda, and Hitler's use of media. The 1938 "War of the Worlds" radio broadcast, which caused a panic after people believed the fictional Martian invasion was real, became a classic example of the model's effects on a supposedly passive public.
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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
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.
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.
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 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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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.
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The document discusses the propaganda model proposed by Herman and Chomsky. It outlines the 5 filters of the model: ownership, advertising, sourcing, flak, and anti-communist ideology. These filters shape the type of information and narratives that are presented by the mass media. The document also provides historical examples of propaganda, including Walt Disney's propaganda films during WWII which featured characters like Donald Duck delivering anti-Nazi messages.
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The document discusses Elisabeth Noelle-Neumann's spiral of silence theory of communication. The theory proposes that individuals are less likely to express opinions they believe are in the minority due to fear of isolation. It also suggests that the media can influence which opinions are perceived as majority or minority views. The document outlines the key assumptions, factors, and examples of the theory, as well as its strengths in explaining how public opinion may change over time, especially on controversial issues.
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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.
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.
The magic bullet – tueday talks
The document discusses the history and theories of propaganda from the early 1900s. It describes the "Magic Bullet Theory" from the 1920s, which viewed media as powerful tools that could instantly manipulate people's minds like magic bullets. This theory combined ideas from behaviorism, which saw people responding automatically to stimuli, and Freudianism, which viewed appealing to peoples' unconscious desires. While an influential early theory of media effects, the Magic Bullet Theory was later criticized for assuming audiences were passive targets rather than active interpreters of messages.
Hypodermic needle theory
It talks about the media and effects. it explains how the western scholars tested the media effects and theorized the concepts
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.
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.
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This theory is based on media's direct effect on Pakistani society. It is an assignment based presentation.
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
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.
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.
Wells Research and Cohen’s Moral Panic
This document summarizes research from Wells on how different generations react to and are interested in horror films. It conducted a study in 2000 with 12 people in each of four age groups (16-25, 26-40, 41-55, 56-80). The study found that older generations were initially more interested in horror when younger due to life experiences like walking home during WW2, while younger generations enjoy graphic elements more. It also discusses Cohen's theory of moral panic, where the media can increase fear around a perceived threat.
Hypodermic syringe model
The hypodermic syringe model suggests that mass media has a direct and powerful effect on passive audiences by "injecting" them with messages. It views audiences as unable to resist media influence. The model was influenced by the rise of radio and TV, advertising/propaganda, and Hitler's use of media. The 1938 "War of the Worlds" radio broadcast, which caused a panic after people believed the fictional Martian invasion was real, became a classic example of the model's effects on a supposedly passive public.
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
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.
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.
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 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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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.
Propaganda model P
The document discusses the propaganda model proposed by Herman and Chomsky. It outlines the 5 filters of the model: ownership, advertising, sourcing, flak, and anti-communist ideology. These filters shape the type of information and narratives that are presented by the mass media. The document also provides historical examples of propaganda, including Walt Disney's propaganda films during WWII which featured characters like Donald Duck delivering anti-Nazi messages.
Spiral of silence
The document discusses Elisabeth Noelle-Neumann's spiral of silence theory of communication. The theory proposes that individuals are less likely to express opinions they believe are in the minority due to fear of isolation. It also suggests that the media can influence which opinions are perceived as majority or minority views. The document outlines the key assumptions, factors, and examples of the theory, as well as its strengths in explaining how public opinion may change over time, especially on controversial issues.
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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.
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The document discusses several theories about how audiences interact with and are influenced by media. It begins by describing the hypodermic needle model from the 1920s, which proposed that audiences passively receive information from media without questioning or processing it, and are easily manipulated. It then discusses criticisms of this model and the two-step flow theory proposed in the 1940s that information spreads from media to opinion leaders to less active associates. Later theories discussed include uses and gratifications theory, which suggests audiences actively use media to fulfill certain needs, and reception theory, which considers how meaning is encoded in media texts and decoded by audiences.
4. audience
This document provides information and tasks related to evaluating a media production for a critical perspectives exam. It discusses several key concepts that will be covered, including genre, narrative, representation, audience, and media language. Students are asked to answer questions about their project, target audience, and the meaning of their trailer. Several theories related to media effects and audiences are also summarized, including mass audience theory, active audience theory, uses and gratification theory, cultivation theory, desensitization theory, and the hypodermic syringe model. Students are asked to apply these theories to their trailer and the horror genre.
L4A&1
This document discusses various theories about how audiences interact with and make meaning from media, including:
- The hypodermic needle model which sees audiences as passive receivers of media messages.
- Two-step flow theory which proposes people discuss media with opinion leaders before accepting messages.
- Uses and gratifications theory which views audiences as active in choosing media to fulfill needs.
It also covers technological convergence and how this has changed audience consumption habits, making them more interactive in both consuming and creating media content. The effects of representing groups in media and how this relates to ideology are examined.
Media theories powerpoint 20 marker
This document summarizes several media theories:
- The hypodermic needle/magic bullet theory suggests media can directly influence audiences' thoughts and opinions.
- Cultivation theory argues heavy media exposure shapes viewers' beliefs about social reality.
- The two-step flow model proposes media's influence flows through influential figures to shape opinions.
- Uses and gratifications theory views audiences as active in choosing media that meets needs like entertainment or identity.
- Reception theory argues audiences decode media texts in dominant, oppositional, or negotiated ways.
- Moral panic theory describes how media can exaggerate issues to create hysteria and blame certain groups.
Audiencetheory 111009080628-phpapp02
This document provides an overview of audience theory, including key theorists and concepts. It discusses primary, secondary and tertiary media; passive and active audiences; and effects versus uses and gratifications models. Key theorists mentioned include Katz & Bulmer, Morley, Hall, Ang, and Katz & Lazerfield. Central concepts covered include encoding/decoding, cultivation analysis, situated culture, and moral panics. The document also references studies by Morley, Ang, and Buckingham and evaluates whether older audience models still apply given changes in media forms and technologies.
Audience Theory
The document summarizes several audience theory models:
1) The Hypodermic-Syringe Model suggests audiences respond uniformly to media messages, but it has been criticized as outdated.
2) The Two-Step Flow Model proposes ideas spread from media to opinion leaders then the wider audience. Research shows this occurs on Twitter.
3) Uses and Gratifications Theory holds that audiences actively select media to fulfill needs like entertainment, social interaction, and education.
4) The Nationwide Project identified three types of audience readings: dominant, negotiated, and oppositional.
Audience theories
This document summarizes three main audience theories: the hypodermic model, uses and gratifications theory, and the influence model. It also discusses key studies related to each theory and alternatives approaches. The hypodermic model views audiences as passive receivers of media messages, while uses and gratifications theory sees audiences as active selectors of media to meet their needs or desires. The influence model emphasizes less direct influence through dominant leaders who may shape audience interpretation.
Communication theories
The document summarizes several communication theories:
- The Hypodermic Needle Theory suggests media has direct influence over passive audiences. It is no longer accepted but still influences views.
- The Agenda Setting Theory claims media can set what issues are discussed and how. Audiences often interpret messages as intended.
- Reinforcement Theory argues media reinforces existing views and other social factors are more influential, except for introducing new ideas.
- Two Step Flow Theory says opinion leaders influence public views after initial media exposure and interpretation.
- Uses and Gratifications Theory proposes audiences actively use media to fulfill needs and have power over media content and influence.
Audience theory
This document discusses several theories related to audiences and mass communication, including Uses and Gratifications Theory, Reception Theory, and the Hypodermic Needle Theory. Uses and Gratifications Theory proposes that audiences actively seek out media to fulfill desires like diversion, personal relationships, identity, and surveillance. Reception Theory recognizes that audiences can have negotiated or oppositional readings of media that differ from the intended message. The Hypodermic Needle Theory views audiences as passive receivers of media messages, but it is now seen as too simplistic given more sophisticated modern audiences.
Lesson 15 AS Media Studies - media effects
The document discusses the hypodermic needle theory, which suggests that media has a direct and powerful influence over passive audiences. It was influenced by several factors in the early-to-mid 20th century, including the rise of popular media like radio and television, the advertising industry, and propaganda studies. The theory proposes that media can uniformly influence large groups of people by "injecting" them with targeted messages designed to trigger a desired response. It cites the 1938 War of the Worlds radio broadcast as an example that allegedly caused mass hysteria and panic among listeners who believed the fictional account of a Martian invasion. While the theory assumed audiences were passive, it continues to influence perspectives on how media can shape ideas and behaviors through moral
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.
Audience theory
The document discusses several theories related to audience and media consumption:
1) Gratification theory proposes that audiences are active and make choices about what media to consume based on fulfilling social and psychological needs.
2) Reception theory argues that media producers encode messages while audiences can decode them in dominant, negotiated, or oppositional ways depending on their experiences.
3) The hypodermic needle theory from the 1920s-1930s viewed audiences as passive and directly influenced by media injections, but it is now seen as outdated since audiences are more active.
Audience theories
This document discusses theories around media audiences. It covers:
- Target audiences and how producers try to create audiences
- Dominant, negotiated, and oppositional readings that audiences can have
- That meaning comes from the interaction between text and audience, not the text alone
- Factors like class, gender, experience that influence audience interpretation
- Criticisms of early effects models that saw audiences as passive and directly influenced
- Later views that audiences are active, interpret media selectively, and have their own power
Audience theory
The document discusses several theories of how media targets and affects audiences:
1) The "hypodermic syringe model" from the 1920s-1950s viewed audiences as passive and assumed media had direct effects, like propaganda during WWII.
2) The "two-step flow model" developed in the 1940s-50s recognized opinion leaders could influence audiences' reception of media messages on social media today.
3) "Uses and gratification theory" sees audiences as active in interpreting media to fulfill personal needs like identity, education, entertainment and social interaction.
Exam lessons 3 (audiences) Section A A2 Media Exam
The document discusses media audience theory, focusing on concepts like the hypodermic needle model, uses and gratifications theory, and reception theory. It provides details on each concept, including critiques of the hypodermic needle model which sees audiences as passive, and examples of how uses and gratifications theory and reception theory see audiences as more active in making meaning. It also discusses audience segmentation models and provides quotes related to understanding audiences and conducting audience research.
Media Audiences
The document summarizes several theories related to media audiences:
- Maslow's hierarchy of needs proposes that basic physiological needs must be met before higher-level needs.
- Passive audience theory suggests audiences directly receive media messages and are influenced without response.
- The hypodermic needle model views audiences as directly and powerfully impacted by media like advertisements.
- Cultivation theory examines television's long-term influence on viewers' perspectives without their awareness.
- The two-step flow theory proposes opinions spread from media to opinion leaders and then to others.
- Active audience and reader response theories see audiences as interpreting media based on their own experiences.
- Uses and gratifications model focuses on what audiences do with
Audience theories
Maslow's hierarchy of needs is a five-tier model that categorizes basic human needs into deficiency and growth needs. Deficiency needs include physiological needs, safety, love and belonging, and esteem. Growth needs refer to self-actualization. There are three theories of audiences: passive audiences who consume media, active audiences who make choices, and interactive audiences influenced by new media. The hypodermic needle model views audiences as passive and vulnerable to direct media messaging. Cultivation theory suggests television shapes viewers' worldviews over time, with heavy viewers more susceptible to influence. The two-step flow theory and uses and gratifications model view audiences as more active in selecting media to fulfill needs.
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Exam lessons 3 (audiences) Section A A2 Media Exam
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Hypodermic needle
- 2. Starter task • Swap your advert you made last lesson with a person near you. • On a post it note on the front state the: -dominant/ preferred -negotiated reading -oppositional • Turn the page over and see if your readings match the persons who created the advert. • Give it back to the person who designed it so they can check the feedback.
- 3. Hypodermic Needle theory • http://www.youtube.com/watch?v=Qt5MjBlv GcY
- 4. HYPODERMIC NEEDLE THEORY • The "hypodermic needle theory" implied mass media had a direct, immediate and powerful effect on its audiences. The mass media in the 1940s and 1950s were perceived as a powerful influence on behavior change. • Several factors contributed to this "strong effects" theory of communication, including: • The fast rise and popularization of radio and television • The emergence of the persuasion industries, such as advertising and propaganda.
- 5. • The theory suggests 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. • This theory (a needle) suggests a powerful and direct flow of information from the sender to the receiver. • The hypodermic needle model suggests that media messages are injected straight into a passive audience which is immediately influenced by the message.
- 6. • It expresses the view that the media is a dangerous means of communicating an idea because the receiver or audience is powerless to resist the impact of the message. • People are seen as passive and are seen as having a lot media material "shot" at them. People end up thinking what they are told because there is no other source of information. • The theory assumes what we see or hear we believe and consume. The theory assumes we are brainwashed in to believing the media messages.
- 7. A famous case • In the 1930s a radio broadcast of ‘War of the worlds’ was performed like a real news broadcast to heighten the effect of the story, people listening thought is was real and assumed mars had come to invade the world. (as played in the short video) • This demonstrates a passive audience and how an audience believes what they hear in the news and how this can quickly lead to misinterpretation.
- 8. Cons of the theory • Very out of date and invalid. • Not all people consume media in the same way. • Not every one watches the news/ consumes media in the same way. • Audiences are not simply passive more up to date theories have proved this.
- 9. Carry on working on….. • A2 Media Check list • The Brief and your chosen ancillary texts • What makes a good product audience and personal feedback • Lyrics analysis • Timings of lyrics • History of Medium • 3 X textual analysis of videos (applying LIIAR) in depth as possible • Conventions of form & genre • 3 initial ideas in relation to narrative of video/ film etc • Audience research including: Questionnaire, Video focus group, poll on blog