COMM 1000 Lecture Notes - Lecture 16: Hypodermic Needle Model, Social Learning Theory, Cultivation Theory
Document Summary
Hypodermic needle model: media is the same as a needle vaccine. Once we are exposed we are influenced for life: incorrect approach but it set the standard for studying media, early research was guided by this model. Triumph of the will movie about hitler: people saw media as negative for it being used to portray hitler. Joseph kalpper: limited effects theory, the effects on individuals from media are small to negligible , this brought us to the modern era of studying media. Uses and gratifications approach: we do survey research, what media to you use, watch, and listen to and why, ex: reasons children watch tv; learning, habit (addiction) , companionship, arousal, People feel they need to answer in a socially acceptable way even if survey is anonymous: more time we spend with media, less time we spend with other important things.
