MDSA01H3 Study Guide - Final Guide: Hypodermic Needle Model, Hypodermic Needle, Polysemy
Document Summary
Reception theory: an overview- refers to a diverse body of work that nevertheless commonly stresses audience interpretation as a primary source of meaning in the media. Hypodermic needle model- earliest model of media effects research conceived of the audience as mindless vessels ready to receive media messages. Sometimes dubbed the hypodermic needle approach, this research traditions predominantly sought to discover how the mass media injected particular meanings into consumers. Two-step flow- a more nuanced version of the hypodermic needle model. This model posted the existence of opinion leaders, or certain individuals in the audience that attended more carefully to media than others. It was problematic because it supported the notion that the meanings of media messages were clear and definite. Cultivation analysis- one of the most significant ones. He argues that individuals who watch heavy amounts of television are hyperconscious to issues of danger and violence in their everyday lives.
