The Hypodermic Needle Model
This theory says mass media has the ability to influence large groups of people by 'injecting them' with specific messages that trigger the responses that they want. This theory originated in 1983 when 'The War of the Worlds' was broadcast on the radio and resulted in creating mass panic where many people believed the broadcast was real. However this theory was later shown to be proven untrue as researchers found that people are more likely to be persuaded and influenced by people closer to them.The Inoculation Model
The Inoculation theory states that it is used to describe the attribution of greater resistance to an individual. Or even, the process of which the information is supplied to the receivers before the communication process even takes place in hopes that the receiver becomes more resistant.
For example a theorist known as William McGuire wrote an article on this theory and one of his examples was a 'basic method included constructing a persuasive message attacking a cultural truism such as, “An apple a day, keeps the doctor away.” This message would contain statements like “eating too many apples can cause digestive problems.” Prior to this message, material would be introduced that should strengthen the belief in the truism.'
The Two-Step Flow Model
The two step flow hypothesis was first introduced by Bernard Berelson, Hazel Gaudet and Paul Lazarsfeld in The People's Choice, in 1944 a study focused on the process of decision making during a presidential election campaign. What the researchers expected to happen was to find a empirical support for the direct influence of media messages on peoples intentions on voting. However, they were surprised to discover that informal, personal contacts seemed to be mentioned for more frequently than exposure to radios or newspapers as sources of influences.
The Uses & Gratifications Theory
In the 1970's is where a reaction to traditional mass communication research emphasizing the sender and the message originated. Psychological orientation taking gratifications, motives and needs of media users as the main area of departure. Stressing the active audience and user instead.
Uses and gratifications theory attempts to explain the uses and functions of the media for individuals, groups, and society in general. There are three objectives in developing uses and gratifications theory: 1) to explain how individuals use mass communication to gratify their needs. “What do people do with the media”. 2) to discover underlying motives for individuals’ media use. 3) to identify the positive and the negative consequences of individual media use. At the core of uses and gratifications theory lies the assumption that audience members actively seek out the mass media to satisfy individual needs.
The Reception Theory
The reception theory from my understanding is that media isn't accepted by the viewer, but is interpreted in different ways based on their background and experiences. People with very different experiences may interpret media in completely different ways. Reception theory is generally referred to as audience reception in the analysis of communications models. In literary studies, reception theory originated from the work of Hans-Robert Jauss in the late 1960s, and the most influential work was produced during the 1970s and early 1980s in Germany and the US (Fortier 132), with some notable work done in other Western European countries. A form of reception theory has also been applied to the study of historiography
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