- The Hypodermic Needle Theory
- Two-step Flow
- Reception Theory
The Hypodermic Needle Theory shows us that the media has a direct influence upon the audience, and we passively receive and absorb the information.
This was developed in the 1920's so therefore our opinion is an outdated model. Also the media is blamed for our behaviour, for example: the debate about is violence in video games influencing the minds of the players when become violent themselves.
A good point about this model is shown that there is no need for intelligence, experience and/or an opinion to be taken into account when you are receiving the information.
The two step flow theory by Lazarsfeld and Co. showed that the information was not directly transmitted to the audience, but through Opinion Leaders.
The weaknesses following this theory are that we can be manipulated in a bias view of the opinion leader, this person can influence is through their opinions and views over our own views.
The strength of this shows that our opinions against the opinion leaders can trigger new ideas and views of our own for a good benefit.
The reception theory is the way in which the individual receives and interprets the text and how their individual circumstances (gender, class, age, ethnicity) affected their reading.
You understand the theories very well - but you need to apply this to how an audience would read your own product. Which of these theories would suit your own product? and why?? x
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