Effects Models

Hypodermic Needle Theory 20's

• A reaction to radio cinema and photography
• No consideration for a persons education, intelligence or experiences
• Assumes audiences are passive and heterogeneous
• Fears audiences will mimic what they see

Two Step Flow Theory 40's-50's

• Research on hypodermic needle theory showed people did not copy all the they saw so a new theory was required
• Turns out media does not have direct infuence and most people wait for someone else to tell them their opinion on media texts
• Research showed informal, personal contacts were mentioned far more frequently the exposure to radio or newspaper as sources of influence on voting behaviour

Uses And Gratifications Theory 70's Blumler & Katz

• After a generation had grown up with TV now the new theory said media consumption was often secondary
• Diversions - escape from everyday problems and routine
• Personal Relationships - using the media for emotional and other interactions
• Personal Identity - finding yourself reflected in texts, learning behaviour and values from texts
• Surveillance - information which could be useful for living

Reception Theory 80's-90's - Stuart Hall

• Individuals receive and interpret texts
• Their individual circumstances affect their reading
• This leads to different interpretations of the same text