The Hypodermic Needle Effect, which is also known as the Hypodermic-Syringe Model, Transmission Belt Model or Magic Bullet Theory, is model of communications which suggests that, a intended messages directly received and accepted by a person. It is says that media is capable of 'Mass Manipulation'. Therefore, the effect suggests that the audience is PASSIVE.
TWO STEP FLOW
The two step flow, which is also known as the MULTISTEP FLOW MODEL, is a theory based on the 1940's study of social influence, which states that media effects are indirectly established through the personal influence of opinion leaders. Because the opinion leaders pass on what they see and believe to others, it continues to pass on as others start to believe it too, which suggests that the audience are PASSIVE.
USES & GRATIFICATIONS
This theory is an approach to understanding mass media and mass communication. The theory discusses how users proactively search for media that will not only meet a given need but enhance knowledge, social interactions and diversion. It assumes that members of the audience are not passive but take an active role in interpreting and integrating media into their own lives.
RECEPTION THEORY
Reception theory emphasizes the reader's reception of a literary text or media. This approach to textual analysis focuses on the scope for negotiation and opposition on the part of the audience. This means that a media text is not simply passively accepted by the audience, but that the viewer interprets the meanings of the text based on their individual cultural background and life experiences.
References
http://www.mediaknowall.com/ - accessed 13/11/11
http://www.wikipedia.com/ - accessed 13/11/11
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