Task 3- Theorys

8/13/2019 Task 3- Theorys

http://slidepdf.com/reader/full/task-3-theorys 1/12



Hypodermic Needle Theory

Also know as Hypodermic Syringe Model andMagic Bullet Model.

The theory was ounded by !at" # $a"arseld

%&'(()



Hypodermic Needle Theory

The needle theory was known to ha*e thought the media has a massi*e eect on theaudience+ and has a big impact on beha*ior change. Their theory was about mediagi*ing out inormation directly to audiences and the audience to immediately take onthe inormation without thinking about it. There were se*eral actors that had mostcontribution to the eects and beha*ior change+ these include,

- the ast rise and populari"ation o radio and tele*ision

- the emergence o the persuasion industries+ such as ad*ertising and propaganda

- the /ayne 0und studies o the &'31s+ which ocused on the impact o motionpictures on children+ and Hitler2s monopoli"ation o the mass media during 44to uniy the 5erman public behind the Na"i party6

-

The theory has a passi*e Audience because passi*e audiences are belie*ed toha*e media inormation 7in8ected9 into them and belie*e e*erything they9re told. This comes under the hypodermic syringe theory.

- They ha*e come up with the name 7needle9 or a illustration o the media in8ecting theirmessage straight into the passi*e audience.



:ses o 5ratiication Theory

This theory was ounded by Blumler # !at" in&';<.

:ses o gratiication can also be seen in cases

such as listening to music+ because we listen toa certain music genre to it our mood. Also welisten to music i we want to eel that type omood.



:ses o 5ratiication Theory

This Theory is to ind out why people consume the media theydo and what needs they satisy.

The theory is more ocused on the audience asking why peopleseek out that speciic media rather then what message the

media is gi*ing to the audience.

The audience that access the media in this theory are an acti*eaudience+ this is because an acti*e audience is who seeks outthere own media rather then ha*ing messages 7in8ected9 intothem. This way the audience can also choose what to belie*e

and what not to belie*e.

An acti*e audience within this case are responsible to choosewhich media they access to meet their needs.



:ses o 5ratiication The uses o gratiication theory belie*e that one o the ollowing headings are

their to ulill your needs when consuming the media o your choice. %Mc=uail&'>;)

4normation this means you are accessing the media to ind out inormation+ad*ice or knowledge on security. hich could be a orm o sel education.

/ersonal 4dentity this is gaining insight into yoursel and also looking at othersthat you can see as being an inspiration and model to yoursel.

4ntegration and social interaction ? enabling someone to connect withthemsel*es+ amily+ riends and society. Thinking something is real lie.

@ntertainment @scapism and being di*erted rom real lie. This is a sense o

relaing and orgetting about the real world. And also emotional release.



4 read maga"ines such as cosmopolitan to gain personal identity and seemysel in others. 4n cosmopolitan there are many emale celebrities thatinspire me a lot and are good role models.

4 also read the maga"ine or entertainment+ usually when 4 read it+ it9s atleast or an hour and within this hour 4 don9t think about anything else and

are so engaged into the maga"ine that it comes under escapismdi*ersion.



Ceception Theory The Theory has dierent sections within it+ the irst one

includes @ncoding and Decoding. 0ounded by Stuart Hall in&';3

@ncoding, @ncoding is producing a product to get a message and inormationout to the audience. An eample o this is newspapers+ because the point inha*ing a newspaper is to ind out what2s happened around the worlds+ so thewriter o this newspaper is telling the audience inormation that is important tohear+ with images to illustrate the captions.

Decoding, Decoding is reading and understanding the message that has beenput out. This is the opposite o @ncoding. 0or eample reading the newspaperand understanding the meaning o the message

@ncoding is writing out the words to encode ideas and decoding is reading andprocessing the words.



Ceception Theory The second part o the theory is about someone

understanding the product

This theory was ormed by Stuart Hall in 1980



Ceception Theory/reerred is what the audience chooses what they want

to see+ they understand the inormation and agree withit.

Negotiated is where the audience accepts the preerredreading but sometimes resists and modiies it to relectthemsel*es.

Fppositional is where the audience understands thepreerred reading and re8ects it.

Task 3- Theorys

Documents

Transcript of Task 3- Theorys