Hypodermic Needle Effect- The Hypodermic Needle theory suggests that the mass media has a direct influence on their audience, because the media is a big industry it also connotes that the effect it has on the audience is immediate and powerful. The Hypodermic Needle theory is the theory that believes that what the audience consume from the media are what the media want them to believe. Ideologies from media producers may be included in these products therefore if this effect works on the audience they will believe anything that the media portray. It is believed that the theory was named the 'Hypodermic Needle' because the media is somewhat injected into them therefore they believe what they consume.Two Step Flow- The Two Step Flow theory which is also known as the 'Multistep Flow Model' is a theory which believes that the audience make a judgement on the media product based on the opinions of the opinion leaders that influence the media. Opinions leaders are the people who have primarily consumed media texts and passed of their opinions to opinion followers who are general members of the public.
Uses & Gratifications- Uses & Gratifications theory is the theory based on understanding mass media and media communication. This theory suggest that media consumers try and discover media texts that will meet a specific need but will also enhance knowledge, social interactions and diversion. it also suggest that media consumers play a role in interpreting and intergrating media into their own lives. The theory believes that people use the media to meet a particular gratifications, this therefore connotes that the media complete against other information sources for the purpose of the media consumers gratifications.
Reception Analysis- This approach to textual analysis focuses on the scope for "negotiation" and "opposition" on the part of the audience. This means that a "text"—be it a book, movie, or other creative work—is not simply passively accepted by the audience, but that the reader / viewer interprets the meanings of the text based on their individual cultural background and life experiences. In essence, the meaning of a text is not inherent within the text itself, but is created within the relationship between the text and the reader.
Hypodermic Needle Effect
Two Step Flow Theory
Uses & Gratificationshttp
Reception Analysis
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