The Hypodermic Syringe Model:
This theory implies that the media has a direct effect on the audience, as the theory suggests that the audience is passive, and just accepts the media's messages that are 'injected' into them. The model believes that there is a direct correlation between violent behaviour shown on television, computer games etc., and criminal behaviour in real life. An example of this theory in action, would be the Bandura experiment, as he made a film of a young woman beating up a bobo doll, then showed the film to groups of small children, then the children were put into a room with several toys, and the same doll shown in the film, the children imitated the actions that the woman had previously shown on the doll.
Uses and Gratifications Theory:
This theory is focused more the audience and what they do to the media, rather than what the media does to the audience. It suggests that the audience are active and not passive, as they interpret media in their own way. It also implies that the audience choose media that meets their needs, suggesting that people use the media to fulfil specific gratifications.
It is suggested that Uses and Gratifications Theory has to fulfil one of four needs when we choose a form of media:
- Identify - Being able to recognise the product or person in front of you, role models that reflect similar values to yours.
- Educate - Being able to acquire information, knowledge and understanding.
- Entertain - What you consume should give you enjoyment and some form of escapism.
- Social Interaction - The ability for media products to produce a topic of conversation between other people.
An example of Uses and Gratifications theory taking place, is personal music selection, as we select music that will fit a particular mood.
Two Step Flow Theory:
Two Step Flow theory is based upon how the audience receives their media. The theory suggests that before an audience receives their information, it will pass through two stages;
- The first stage is when an Opinion Leader obtains information from the Mass Media.
- The second stage is where the Opinion Leader passes on the information along with their own interpretation/ opinions to others (family, friends colleagues etc.)
The Opinion Leaders are usually very influential, and are similar to those whom they influence, they also tend to pay close attention to the mass media and the message. The Influentials usually look up to the Opinion Leaders, and therefore will listen and copy what they say. Examples of this theory taking place, would be elections and advertising.
Reception Theory:
Reception theory is the idea that a specific audience type of a piece of work is an essential part in understanding the overall meaning and its importance. This means that the true purpose of the work can’t be understood unless the audience or viewer is considered. The theory suggests the idea that when a piece of text is produced, it is constructed in a way in which it has a hidden or meaning behind the words. In some circumstances, with the correct audience type, the audience will be able to correctly decode the hidden meaning and understand the texts true purpose, but in some occasions, the audience will fail and reject the hidden meaning.