The
Hypodermic Needle Model
The hypodermic needle model is a model of communications suggesting that an intended message is directly received and wholly accepted by the receiver. The model is rooted in 1930s behaviorism and is largely considered obsolete today.
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The
Inoculation Model
Inoculation Theory was developed by social psychologist William J. McGuire in 1961 to explain more about how attitudes and beliefs change, and more importantly, how to keep original attitudes and beliefs consistent in the face of persuasion attempts. Inoculation Theory continues to be studied today by communication, social psychology, and social science researchers. The theory has been assessed in varied context, including politics, health campaigns, and marketing, among others.
The Two-Step Flow Model
The two-step flow of communication model, or Multistep Flow Model, says that most people form their opinions under the influence of opinion leaders, who in turn are influenced by the mass media. So according to this model, ideas flow from mass media to opinion leaders, and from them to a wider population.
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. UGT is an audience-centered approach to understanding mass communication.
The Reception Theory
Reception theory is a version of reader response literary theory that emphasizes each particular reader's reception or interpretation in making meaning from a literary text. Reception theory is generally referred to as audience reception in the analysis of communications models.
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