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The Hypodermic Needle Model 
The Hypodermic Needle Model is a theory of communications suggesting that an intended 
message is directly received and wholly accepted by the receiver. So In other words it is 
knowledge which isn’t even being proses but rather being absorbed without even knowing 
it. In other words it is trying to say that the media controls people so therefore in the war of 
the words radio cast people though they were being attracted but I was just some guy who 
they believed so basically he controlled them by what he did by causing panic and confusion 
and making people believe him because it was a time where people believed everything 
what they were told because they didn’t have the technology that we have today 
The Inoculation Model 
This is when you are building a tolerance to a certain social behaviour from an early stage so 
if to you were to build a resistance as its second nature. Similar to a medical inoculation 
which is the act of using small amounts of virus’s in a vaccine to build immunity to the virus. 
An example of this would be if you were to watch a horror movie once you would be more 
tolerant to watching other ones because you already watch one so they rest would be 
almost the same again so you know what to expect but on the other hand if you were to 
watch a horror movie for you first time you may be threw of from watch it again because 
the first time may have put you of because you may not be use to the movies so you might 
not like them so therefore you might not watch them again.
The Two-Step Flow Model 
The two-step flow of communication hypothesis was first introduced by Paul Lazarsfeld, 
Bernard Berelson, and Hazel Gaudet in The People's Choice, it is a 1944 study focused on 
the process of decision-making during a Presidential election campaign. An example of this 
would be when someone like my friend reads an article about something in which he may 
be shocked about so he will then tell me about what he has read but he would talk about it 
to me in his own words so I would get his opinion about it as well as his way of explaining it 
so I would be getting his word for it and his side of the story so the truth may be tiny bit of a 
lie and he might make it sound worse than it is. 
The Uses & Gratifications Theory 
This is a popular approach to the understanding mass communication. This theory place 
more focus on consumers or audience rather than the actual message itself asking people 
“what they do with media” rather than “what media does to people” it assumes that people 
are in control rather than being controlled so it makes them think it’s their own choice even 
if it isn’t. it also could mean that people or the audience are responsible for their choices 
when it involves there needs this is only a theory though so it could imply that the media 
competes for the information source for views gratification. An example of this would be 
games like Minecraft where you lean whilst you are playing but you also are socialising 
whilst you are learning new things in which you might find fun so you would be pushed 
towards this type of game.
The Reception Theory 
The Reception theory is a version of reader response literary theory that emphasizes the 
reader's reception of a literary text. It is more generally called audience reception in the 
analysis of communications models. In literary studies, reception theory originally came 
from the work of Hans-Robert Jauss in the late 1960s. an example of this would be in the 
programme Jeremy Kyle where there is usually allot of people on there who have a bad 
reputation or they just luck like scum or scruffy looking I would say I was nothing like them 
so it is basically the perception of what I take away from what I have just watched it is 
basically what I think of myself from what has gone on the event I have watch this is to 
make myself feel better and just overall better about what I have just watched.
http://www.12manage.com/images/picture_hypodermic_needle_theory.gif 
http://colettagruss.files.wordpress.com/2011/02/hypodermic-needle-model -22.jpg 
http://www.nature.com/labinvest/journal/v86/n5/images/3700411f1.gif 
http://sites.psu.edu/kcc5107comm473/wp-content/uploads/sites/9537/2014/02/ug-sm.jpg 
http://1.bp.blogspot.com/-Cz6K_BYh8IE/T5W68_7- 
SdI/AAAAAAAAApo/nPOexch6P2Y/s1600/RECEPTION%2BTHEORY.png 
http://prod.cloud.rockstargames.com/ugc/gta5photo/5240/GMb_nCHV6U2PUxBmvZO0vA/0_0.jpg

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Task 1

  • 1. The Hypodermic Needle Model The Hypodermic Needle Model is a theory of communications suggesting that an intended message is directly received and wholly accepted by the receiver. So In other words it is knowledge which isn’t even being proses but rather being absorbed without even knowing it. In other words it is trying to say that the media controls people so therefore in the war of the words radio cast people though they were being attracted but I was just some guy who they believed so basically he controlled them by what he did by causing panic and confusion and making people believe him because it was a time where people believed everything what they were told because they didn’t have the technology that we have today The Inoculation Model This is when you are building a tolerance to a certain social behaviour from an early stage so if to you were to build a resistance as its second nature. Similar to a medical inoculation which is the act of using small amounts of virus’s in a vaccine to build immunity to the virus. An example of this would be if you were to watch a horror movie once you would be more tolerant to watching other ones because you already watch one so they rest would be almost the same again so you know what to expect but on the other hand if you were to watch a horror movie for you first time you may be threw of from watch it again because the first time may have put you of because you may not be use to the movies so you might not like them so therefore you might not watch them again.
  • 2. The Two-Step Flow Model The two-step flow of communication hypothesis was first introduced by Paul Lazarsfeld, Bernard Berelson, and Hazel Gaudet in The People's Choice, it is a 1944 study focused on the process of decision-making during a Presidential election campaign. An example of this would be when someone like my friend reads an article about something in which he may be shocked about so he will then tell me about what he has read but he would talk about it to me in his own words so I would get his opinion about it as well as his way of explaining it so I would be getting his word for it and his side of the story so the truth may be tiny bit of a lie and he might make it sound worse than it is. The Uses & Gratifications Theory This is a popular approach to the understanding mass communication. This theory place more focus on consumers or audience rather than the actual message itself asking people “what they do with media” rather than “what media does to people” it assumes that people are in control rather than being controlled so it makes them think it’s their own choice even if it isn’t. it also could mean that people or the audience are responsible for their choices when it involves there needs this is only a theory though so it could imply that the media competes for the information source for views gratification. An example of this would be games like Minecraft where you lean whilst you are playing but you also are socialising whilst you are learning new things in which you might find fun so you would be pushed towards this type of game.
  • 3. The Reception Theory The Reception theory is a version of reader response literary theory that emphasizes the reader's reception of a literary text. It is more generally called audience reception in the analysis of communications models. In literary studies, reception theory originally came from the work of Hans-Robert Jauss in the late 1960s. an example of this would be in the programme Jeremy Kyle where there is usually allot of people on there who have a bad reputation or they just luck like scum or scruffy looking I would say I was nothing like them so it is basically the perception of what I take away from what I have just watched it is basically what I think of myself from what has gone on the event I have watch this is to make myself feel better and just overall better about what I have just watched.
  • 4. http://www.12manage.com/images/picture_hypodermic_needle_theory.gif http://colettagruss.files.wordpress.com/2011/02/hypodermic-needle-model -22.jpg http://www.nature.com/labinvest/journal/v86/n5/images/3700411f1.gif http://sites.psu.edu/kcc5107comm473/wp-content/uploads/sites/9537/2014/02/ug-sm.jpg http://1.bp.blogspot.com/-Cz6K_BYh8IE/T5W68_7- SdI/AAAAAAAAApo/nPOexch6P2Y/s1600/RECEPTION%2BTHEORY.png http://prod.cloud.rockstargames.com/ugc/gta5photo/5240/GMb_nCHV6U2PUxBmvZO0vA/0_0.jpg