Theories
Hypodermic Needle Theory:
The idea that the mass media injects thought, values, beliefs into the audience which will result in them changing their opinions. Suggesting that the media is powerful and controlling.
Targeted at a passive audience
Hypodermic Needle theory examples, posters from WW1 portraying the Germans as evil people.
This theory can create wars, increase sales etc
Criticism of the Hypodermic needle theory - is that the audience are passively just sitting there being injected with this information.
Cultivation Theory:
Cultivation theory examines the long-term effects of television. "The primary proposition of cultivation theory states that the more time people spend 'living' in the television world, the more likely they are to believe social reality aligns with reality portrayed on television." It was developed by George Gerber in 1976. An example of this is when you think an Iphone is great then the television starts saying that as well, it will reinforce this idea that it really is great, this theory states that it doesn't form new ideas only reinforces them. Mean world syndrome makes the world seem more dangerous than it really is. The theory reinforces ideas and opinions, it doesn't change opinions. Mass media cultivates attitudes and values. 1st order is general beliefs, 2nd order specific attitudes
to specific things e.g. police. Inactive audience.
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. Created by Stuart Hall, texts are encoded by creator and decoded by the audience. Audience decode in several ways dominate, negotiative and opposition. Dominant is intended meaning, negotiative is less convinced in the message, more open minded, opposition is when they completely disagree with the message being sent. This is known as an active audience.
The idea that the mass media injects thought, values, beliefs into the audience which will result in them changing their opinions. Suggesting that the media is powerful and controlling.
Targeted at a passive audience
Hypodermic Needle theory examples, posters from WW1 portraying the Germans as evil people.
This theory can create wars, increase sales etc
Criticism of the Hypodermic needle theory - is that the audience are passively just sitting there being injected with this information.
Cultivation Theory:
Cultivation theory examines the long-term effects of television. "The primary proposition of cultivation theory states that the more time people spend 'living' in the television world, the more likely they are to believe social reality aligns with reality portrayed on television." It was developed by George Gerber in 1976. An example of this is when you think an Iphone is great then the television starts saying that as well, it will reinforce this idea that it really is great, this theory states that it doesn't form new ideas only reinforces them. Mean world syndrome makes the world seem more dangerous than it really is. The theory reinforces ideas and opinions, it doesn't change opinions. Mass media cultivates attitudes and values. 1st order is general beliefs, 2nd order specific attitudes
to specific things e.g. police. Inactive audience.
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. Created by Stuart Hall, texts are encoded by creator and decoded by the audience. Audience decode in several ways dominate, negotiative and opposition. Dominant is intended meaning, negotiative is less convinced in the message, more open minded, opposition is when they completely disagree with the message being sent. This is known as an active audience.
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