RESPONSE THEORIES

It was developed in the 1920s and 1930s after researchers observed the effect of propaganda during World War I and events like Orson Welles’ War of the Worlds broadcast. The Hypodermic Needle Theory is a linear communication theory which suggests that media messages are injected directly into the brains of a passive audience.

THE HYPODERMIC NEEDLE MODEL

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Inoculation theory states that inoculation is used to describe the attribution of greater resistance to individuals. Also the process of supplying information to receivers before the communication process takes place in hopes that the information would make the receiver more resistant.

THE INOCULATION MODEL

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This theory asserts that information from the media moves in two distinct stages. First, individuals who pay close attention to the mass media and its messages receive the information. Opinion leaders pass on their own interpretations in addition to the actual media content.

THE TWO-STEP FLOW MODEL

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Uses and Gratifications, as a recognizable theory, had the most influence in the 1970s and 1980s. The limited effects paradigm held sway at the time, and media theorists needed a framework within which they could discuss the obvious media effects without straying too far from disciplinary orthodoxy. This is not the reason that Katz, Blumler, and Gurevitch formalized the approach.

THE USES & GRATIFICATIONS THEORY

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The reception theory is used to literature, that understands that the audience is an essential element to the media’s larger meaning. It was founded round about the 1960s and 1970s and much of the media that reached its peak then. And is also used to relate to when comparing to yourself if you were reading a news article of a horrible family, you would compare that you are not like so in doing that it affects the way you think.

THE RECEPTION THEORY

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