CMN 1160 Lecture Notes - Lecture 5: Single-Bullet Theory, Main Source, Hypodermic Needle Model

• School: University of Ottawa
• Department: Communication
• Course: CMN 1160
• Professor: Aliaa Dakroury

Document Summary

Key effects of mass media: the public is concerned about the effects of mass media messages on audiences. In the past, these concerns have focused primarily on comic books, motion pictures, and television violence. Magic bullet theory also known as the hypodermic needle model; a model of communications suggesting that an intended message is directly received and wholly adapted by the receiver (founded in the golden age of radio) Limited effects model suggests that media is not as strong in society as we think, and is not uniformly affecting the public. Moderate effects model the middle model, can be powerful or weak. Powerful effects model suggests that with the right combination of techniques and circumstances, mass media can have a significant effect on a large number of people. Researchers also talk about mediating factors that help the audience to be impacted by media messages.