The hypodermic model
The "hypodermic needle theory" implied mass media had a direct, immediate and powerful effect on its audiences. The mass media in the 1940s and 1950s were perceived as a powerful influence on behavior change.
Cultivation Theory
Cultivation theory is a social theory
which examines the long-term effects of television. It means the more time people spend
"living" 'watching TV' in the television world, the more likely they are to believe
social reality portrayed on television.
Desensitisation
The process of reducing sensitivity of something, so that things that may have been seen as very bad many years ago are seemed as everyday things meaning things don't have an effect on people that they used to have.
Modelling or copycat theory
Something that gains a lot of attention in the media, will be copied by other people in order to get the same attention brought to themselves.
Uses and gratifications theory
The theory holds that audiences are responsible for choosing media
to meet their needs. The approach suggests that people use the media to
fulfill specific gratifications. This theory would then imply that the
media compete against other information sources for viewers'
gratification.
No comments:
Post a Comment