Critical Theory - The Hypodermic Needle

            The Hypodermic Needle -

The hypodermic needle is a model of communications. The hypodermic needle can also be known as the Magic Bullet or The Transmissions-Belt model. The hypodermic needle suggests that information given from media text passes into the mass consciousness of the viewers which will later lead to vast changes in behavior and personality. Overall this theory influences the actions of a mass audience via media texts that often use propaganda.

"The hypodermic needle theory implied that mass media had a direct, immediate and powerful effect on their audiences."

   

 

Uses and Gratifications

The Uses and Gratifications theory is extremely popular way to appeal to mass communication. The method was originated in the 1940s but was only expanded recently in the 1970s by blumler and katz (who also was involved with the two step theory). When they originated this method they claimed that those who use this method would use it for:

Diversion—Escape from routine and problems; an emotional release.

Personal Relationships— Social utility of information in conversation; substitution of media for companionship.

Personal Identity or Individual Psychology— Value reinforcement or reassurance;

self-understanding, reality exploration.

Surveillance—Information about factors, which might affect one or will help one do or accomplish something

This model works on the theory that when an audience actively seeks out media, they are typically seeking it in order to gratify a need. For example, in social situations, people may feel more confident and knowledgeable when they have specific facts and stories from media to add to conversation. By seeking out media, a person fulfils a need to be informed.

 

Two Step Theory

The Two Step theory was introduced by 3 different people: Paul Lazarsfeld, Bernard Berelson and Hazel Gaudet , the theory was then elaborated by Elihu Katz. This theory was introduced in 1944.

The theory was used for a study focused on the process of decision making during a presidential election campaign.

The two step flow theory makes sure that media moves in two ways. The first is for the individuals who can also known as opinion leaders, who look at mass media in great detail and pay attention to the messages. They can then add their own understanding to the actual media content. Therefore when the opinion leaders pass their pass their own understanding on their opinion will stick with the person it is passed on to. 

Reception Theory.

Reception theory is a version of reader response literary theory that emphasizes the reader's reception of a literary text. The Reception theory can also be known as Audience Reception, it will more likely be referred to Audience Reception when dealing with analysis of communications models. Reception theory originated from Hans-Robert Jauss in the late 1960s and it was very influential during the 1970s and early 1980s in Germany and USA. Overall reception theory is “A basic acceptance of the meaning of a specific text tends to occur when a group of readers have a shared cultural background and interpret the text in similar ways. It is likely that the less shared heritage a reader has with the artist, the less he/she will be able to recognise the artist's intended meaning, and it follows that if two readers have vastly different cultural and personal experiences, their reading of a text will vary greatly.”

Quote from wikipedia