The hypodermic needle theory also known as the hypodermic-syringe model, transmission-belt model, or magic bullet theory says that mass media has a direct, immediate and powerful effect on its audiences so basically this theory says that the receiver accepts what the mass media believes.
The Inoculation Model
the Inoculation model to explain more about how attitudes to ideas change and that repeated messages makes the audience more immune to them, this happens because the weak arguments that try to convince the audience helps make the audience believe the complete opposite later on
The Two-Step Flow Model
The two-step flow model says that most people form their opinions under the influence of opinion leaders before they need to. a study in 1940 showed that 50% of voters made up there mind 6 months before the election and wouldn't change there minds no matter what, this model is semi active.
The Uses & Gratifications Theory
Uses and gratifications theory is an approach to understanding why and how people find media to satisfy certain needs such as: information e.g. to stay informed on matters as if reading the newspaper, how to do something and trying to expand your knowledge in general, personal identity such as trying to stay in the loop with things such as buying the newest games so you can talk to your friends about it, entertainment is the easiest being used for escapism, relaxation as well as just passing the time and integration and social interaction which is simply just the need to for interaction with other people so that you have a sense of belonging and connecting with others.
The Reception Theory
The reception theory is generally meant that the media product is created by the audience and not the producer. the media product itself has a meaning but it is up to the audience to actually give the product the true meaning and this can be split up into three different things: The preferred reading which is that the audience understands and accepts the ideology offered, the negotiated reading which is that the audience doesn't completely accept what was given to them but only takes certain aspects and then negotiates on other parts and finally the oppositional reading where the audience takes the media in a completely different or a opposite way
This underneath is a focus group which i participated in
http://lessonbucket.com/media-in-minutes/the-hypodermic-needle-theory/
http://unit6dnw.blogspot.co.uk/2015/10/ha11-task-1-glossary.html
https://www.utwente.nl/cw/theorieenoverzicht/Theory%20Clusters/Mass%20Media/Two_Step_Flow_Theory-1/
http://jacoblmtz.blogspot.co.uk/2012/02/uses-gratification-theory.html
https://www.youtube.com/watch?v=gJd1rkDoURA
1. Produce a glossary of the following audience response theories:
The Hypodermic Needle Model
The Inoculation Model
The Two-Step Flow Model
The Uses & Gratifications Theory
The Reception Theory
You may want to incorporate embedded videos into your glossary. Make sure that you understand the information you have posted.
2. Repost the video of your focus group’s discussion on the potential negative effects of playing video games.
3. Embed the BBC Horizon programme, Are Video Games Really That Bad?
If you have any problems with researching any of the topics, don’t suffer in silence - ask for help.
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