Key Theory: The Hypodermic needle model

Audience Continued

 The Hypodermic Needle Model:
The theory suggests that the mass media could influence a very large group of people directly and uniformly by 'shooting' or 'injecting' them with a desired response. They express the view that the media is a dangerous means of communicating an idea because the receiver or audience is powerless to resist the impact of the message. People are seen as passive and are seen as having a lot of media material 'shot' at them. People end up thinking what they are told because there is no other source of information.

Passive Audience Theories:
Cultivation Theory
Hypodermic Theory

Active Audience Theories:
Reception Theory

Encoding: To give something meaning.

Decoding: To break something apart. To figure out the meaning.

Producer: Somebody who creates a media texts.

Producer encodes text. Audience decodes text.


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