MDSA01H3 Lecture Notes - Polysemy, Hypodermic Needle, Reception Theory
Document Summary
Messages don"t mean the same thing to everyone and the audience does not passively absorb any and all media messages. Hypodermic needle approach this research tradition was predominately interested in outlining how the mass media injected particular meanings into consumers- here researchers assumed that media messages signified only exactly what producers intended them to mean. The weakness of this approach messages do not mean the same thing to every person and the audience does not passively absorb any and all media messages. Two step model positioned that certain individuals in the audience attended more carefully to media than others. Mass media messages would influence these individuals who would in turn disseminate the info to secondary audiences. This theory is problematic as it assumes the message is clear and definite. Media agenda setting (proposed by donald and maxwell) - claims that popular media outlets like news stations tell the american public what to think and how to think about it.