Hypodermic needle
Hypodermic needle of communication implies
that the information passed from the media would affect all audiences the same
way and they would simply accept it as it comes with challenging it in any
form. The idea is similar to the idea of ‘brain washing’ individual, hence the
name of the theory it is a lot like injecting the message into every single
individual and expecting them to react in the desirable way.
Two Step Flow
This theory suggests that before a message
from the mass media reaches the audience it goes through two stages. First of
all the information, direct message, will reach an opinion leader who has a
special interest in the media and the way they effect the public. He would add
his own interpretation or edit the content before it would be passed onto the
audience, this is called personal influence referring the editing of the
content done by an opinion leader. One way this was used is propaganda.
James Halloran
Halloran stated that we must get away from
the habit of thinking the way the media influences us to think and challenge
the messages we are given. Therefore he advises us to think about how we react
or what we do with the information form media instead of doing what they expect
of us.
Use of Gratification
Bloomer and Cat said that actually
audiences react in different ways to what media presents them according to how
they can relate to it or what they can use the information for.
Reception theory
The reception theory suggests that there
are three different types of audiences. First type is called the ‘Preferred
reader’ who watches a movie because they want to it is the type they want to
see and these people would provide the reaction that the makers are hoping for.
Second type is the Oppositional Reader who would have the opposite response to
the message directed at them; this would cause them to dislike the movie they
are watching would find the jokes really bad ( if the film was a sitcom)
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