Task 1 – Response Theories

The Hypodermic Needle Model

The hypodermic needle model is also known as the hypodermic-syringe model. dating from the 1930s, This was the very first attempt in how to explain how mass audiences might react to mass media. The government had now discovered the power of mass media and they could produce propaganda and try an sway people way of thinking. but in the modern day it is largely considered obsolete.  




The Inoculation Model
The inoculation Theory was developed by social psychologist William J. McGuire in 1961 to explain more about how attitudes and beliefs change, and more importantly and  how to keep peoples original attitudes and beliefs consistent in the face of persuasion attempts.

So the inoculation theory suggests that inoculation is used to describe the attribution of the resistance to individuals, Or the process of supplying information to receivers before the communication process takes place in hope that the information would make the receiver more resistant.
http://en.wikipedia.org/wiki/Inoculation_theory





The Two-Step Flow Model
In 1944 Paul Lazarsfeld an American Social Researcher introduced The Two-Step Flow of Communication in the book called “The people’s choice on how the voter makes up his mind in a presidential campaign. 

Researchers wanted to find out whether or not the mass media messages affect direct influence in voting decision among the people. Unexpectedly they found the media messages has less influence on people voting behavior. 





http://www.utwente.nl/cw/theorieenoverzicht/theory%20clusters/mass%20media/two_step_flow_theory-1/Two_Step_Flow_Theory-1-1.png
   

The Uses & Gratifications Theory

Uses and gratifications theory is an approach to understanding why and how people actively seek out specific media to satisfy specific needs. is an audience-centered approach to understanding mass communication.

This communication theory is positivistic in its approach based in the socio-psychological communication tradition, and focuses on communication at the mass media scale. The driving question of is "Why do people use media and what do they use them for? discusses how users deliberately choose media that will satisfy given needs and allow one to enhance knowledge, relaxation, social interactions/companionship, diversion, or escape. 

 

The Reception Theory

The reception theory the work of Hans-Robert Jauss in the late 1960s. It was most influential during the 1970s and early 1980s in Germany and USA. Among-st some notable work in Western Europe. A form of reception theory has also been applied to the study of historiography.

Stuart Hall is one of the main proponents of reception theory and having developed it for media and communication studies from the literary and history oriented approaches.

The reception theory says that a group of people who share the same genial ideas and interests may interpret a piece of media in the same way. This theory was most influential in the 70s.