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.

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.

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.

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.

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.

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