HA11 - Task 1 Glossary

The Hypodermic Needle Model

The "hypodermic needle theory" implied mass media had a direct, immediate and powerful effect on its audiences. The mass media in the 1940s and 1950s were perceived as a powerful influence on behavior change.
https://www.utwente.nl/cw/theorieenoverzicht/Theory%20Clusters/Mass%20Media/Hypodermic_Needle_Theory/

From my understanding the hypodermic needle theory is the thought that the mass media have a very powerful influence of its audience and if the media get a large enough audience it can change the behavior of the people.

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.
https://en.wikipedia.org/wiki/Inoculation_theory

From my understanding this theory is all about how people reinforce their own opinions but can still be changed from the attitudes and beliefs of others.

The Two-Step Flow Model

http://www.slideshare.net/newmediatheory/twostep-flow-theory
The Two-Step Flow Model Theory was Hypothesized first by Paul Lazarsfeld, Bernard Berelson and Hazel Gaudet. Then is was later developed into a theory by Katz and Paul Lazarfeld.

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.
https://en.wikipedia.org/wiki/Two-step_flow_of_communication

From my understanding this theory means that people form their opinion from their leaders who in fact form their opinions form media so from this the theory states that the mass opinions are influenced by the media.

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. UGT focuses on "what do people do with media?
https://en.wikipedia.org/wiki/Uses_and_gratifications_theory

From my understanding this theory is that people only consume the media they want which is true but is also states that people don't consume the media they need to know, the important things that are happening in the world around them. Almost like people are ignorant and only listening to what they desire to hear.

The Reception Theory      

The reception theory from my understanding is that media isn't accepted by the viewer, but is interpreted in different ways based on their background and experiences. People with very different experiences may interpret media in completely different ways.