Hypodermic Needle Model
The belief that people receive positive or negative information directly without any intervening variable, as in a vacuum and then act regardless of thinking whether the information was legitimate and honest.
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Innculation Model
Inoculation theory states that inoculation is used to describe the attribution of greater resistance to individuals. Or, the process of supplying information to receivers before the communication process takes place in hopes that the information would make the receiver more resistant.
The inoculation theory suggests that continued exposure to specific TV messages (like violence, for exam-ple) would lead to an audience becomingdesensitised so that real violence in this case is dismissed as beingtoo ordinary and unimportant.
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The Uses & ratification Theory
An approach to understanding why and how people actively seek out specific media to satisfy specific needs. UGT is an audience-cantered approach to understanding mass communication. Diverging from other media effect theories that question "what do media do to people?” UGT focuses on "what do people do with media?”
This communication theory is positivistic in its approach, based in the socio-psychological communication tradition, and focuses on communication at the mass media scale. The driving question of UGT is: Why do people use media and what do they use them for? UGT discusses how users deliberately choose media that will satisfy given needs and allow one to enhance knowledge, relaxation, social interactions/companionship, diversion, or escape
The Reception Theory
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 originated from the work of Hans-Robert Jauss in the late 1960s. It was most influential during the 1970s and early 1980s in Germany and USA (Fortier 132), amongst some notable work in Western Europe. A form of reception theory has also been applied to the study of historiography; see Reception history (below).
The cultural theorist Stuart Hall is one of the main proponents of reception theory, having developed it for media and communication studies from the literary- and history-oriented approaches mentioned above. This approach, the Encoding/Decoding Model of Communication is a textual analysis that 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.
The inoculation theory suggests that continued exposure to specific TV messages (like violence, for exam-ple) would lead to an audience becomingdesensitised so that real violence in this case is dismissed as beingtoo ordinary and unimportant.
Two Step Model
This theory asserts that information from the media moves in two distinct stages. First, individuals (opinion leaders) 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.
The term ‘personal influence’ was coined to refer to the process intervening between the media’s direct message and the audience’s ultimate reaction to that message. Opinion leaders are quite influential in getting people to change their attitudes and behaviors and are quite similar to those they influence.
The two-step flow theory has improved our understanding of how the mass media influence decision making. The theory refined the ability to predict the influence of media messages on audience behavior, and it helped explain why certain media campaigns may have failed to alter audience attitudes an behavior.
The term ‘personal influence’ was coined to refer to the process intervening between the media’s direct message and the audience’s ultimate reaction to that message. Opinion leaders are quite influential in getting people to change their attitudes and behaviors and are quite similar to those they influence.
The two-step flow theory has improved our understanding of how the mass media influence decision making. The theory refined the ability to predict the influence of media messages on audience behavior, and it helped explain why certain media campaigns may have failed to alter audience attitudes an behavior.
http://lessonbucket.com/wp-content/uploads/2013/04/The-Two-Step-Flow-Theory.jpgThe Uses & ratification Theory
An approach to understanding why and how people actively seek out specific media to satisfy specific needs. UGT is an audience-cantered approach to understanding mass communication. Diverging from other media effect theories that question "what do media do to people?” UGT focuses on "what do people do with media?”
This communication theory is positivistic in its approach, based in the socio-psychological communication tradition, and focuses on communication at the mass media scale. The driving question of UGT is: Why do people use media and what do they use them for? UGT discusses how users deliberately choose media that will satisfy given needs and allow one to enhance knowledge, relaxation, social interactions/companionship, diversion, or escape
The Reception Theory
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 originated from the work of Hans-Robert Jauss in the late 1960s. It was most influential during the 1970s and early 1980s in Germany and USA (Fortier 132), amongst some notable work in Western Europe. A form of reception theory has also been applied to the study of historiography; see Reception history (below).
The cultural theorist Stuart Hall is one of the main proponents of reception theory, having developed it for media and communication studies from the literary- and history-oriented approaches mentioned above. This approach, the Encoding/Decoding Model of Communication is a textual analysis that 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.
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