Theories

Identify the subcutaneous Needle Theory and Uses and mirth Theory. Hypodermic Needle Theory The hypodermic needle surmise implied pickle media had a direct, immediate and right effect on its audiences. The mass media in the 1940s and 1950s were perceived as a powerful fix on behavior change. The theory suggests that the mass media could influence a very large group of people flat and uniformly by shooting or injecting them with appropriate messages designed to trigger a desired response. Several factors contributed to this strong do theory of communication, including: - the fast rise and popularization of radio and television - the effect of the persuasion industries, such as advertising and propaganda - the Payne Fund studies of the 1930s, which rivet on the impact of motion pictures on children, and - Hitlers monopolization of the mass media during WWII to unify the German public behind the Nazi party Uses and Gratification Theory explaining of media use Originated in the 1970s as a reaction to tralatitious mass communication research emphasizing the sender and the message. Stressing the lively audience and user instead.

Psychological orientation taking needs, motives and gratifications of media users as the main point of departure. Uses and gratification theory assumes an active audience, which chooses the schoolbook it consumes and where individuals have reasons for consuming these texts. Uses and gratifications theory attempts to explain the uses and functions of the media for individuals, groups, and society in general. There are three objectives in developing uses and gratifications theory: 1) to explain how individuals use mass communication to gratify their needs. What do people do with the media. 2) to discover underlying motives for individuals media use. 3) to identify the optimistic and the negative consequences of individual media use. At the core of uses and gratifications theory lies the presumption that... If you want to get a full essay, order it on our website: Orderessay

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