The document summarizes several response theories that were developed to explain how audiences interact with and are influenced by media messages: 1) The Hypodermic Needle Theory from the 1920s-1930s suggests media messages are directly "injected" into passive audiences' brains. 2) The Inoculation Model proposes supplying information to audiences beforehand to make them more resistant to future messages. 3) The Two-Step Flow Model asserts that media information flows from media to opinion leaders to the general public in two stages. 4) Uses and Gratifications Theory examines how audiences actively use media to fulfill various needs and gratifications. 5) Reception Theory understands that audiences play an essential role

1. RESPONSE THEORIES

2. THE HYPODERMIC NEEDLE MODEL
It was developed in the 1920s
and 1930s after researchers
observed the ef fect of
propaganda during World War
I and events like Orson Welles’
War of the Worlds broadcast.
The Hypodermic Needle Theory
is a linear communication
theory which suggests that
media messages are injected
directly into the brains of a
passive audience.
http://lessonbucket.com/wp-content/
uploads/2013/04/the-hypodermic-
needle-theory.jpg

3. THE INOCULATION MODEL
Inoculation theory states
that inoculation is used to
describe the attribution of
greater resistance to
individuals. Also the
process of supplying
information to receivers
before the communication
process takes place in
hopes that the
information would make
the receiver more
resistant.
http://www.au.af.mil/info-ops/
graphics/ccrp_sense.jpg

4. THE TWO-STEP FLOW MODEL
This theory asserts that
information from the media
moves in two distinct stages.
First, individuals who pay
close attention to the mass
media and its messages
receive the information.
Opinion leaders pass on their
own interpretations in
addition to the actual media
content.
http://4.bp.blogspot.com/-
UuHMea7oLhg/TujEaB4hYgI/AA
AAAAAAAEU/MqMxW-JveEM/
s1600/TTheory.jpg

5. THE USES & GRATIFICATIONS THEORY
Uses and Gratifications, as a
recognizable theory, had the
most influence in the 1970s
and 1980s. The limited
ef fects paradigm held sway
at the time, and media
theorists needed a
framework within which they
could discuss the obvious
media ef fects without
straying too far from
disciplinary orthodoxy. This is
not the reason that Katz,
Blumler, and Gurevitch
formalized the approach.
http://mediablogofchris.files.wordpr
ess.com/2013/11/maslow.png

6. THE RECEPTION THEORY
The reception theory is used to
literature, that understands that
the audience is an essential
element to the media’s larger
meaning. It was founded round
about the 1960s and 1970s and
much of the media that reached
its peak then. And is also used
to relate to when comparing to
yourself if you were reading a
news article of a horrible family,
you would compare that you are
not like so in doing that it
af fects the way you think.
http://2.bp.blogspot.com/_s2lisO
TepF0/TLwBGnFainI/AAAAAAAAA
BA/9REwIbuV8B0/s1600/Untitle
d1.png