Theories

Question 1

Define the hypodermic needle theory

Answer 1

The model of communications suggesting that the intended message is directly received and wholly accepted by the viewer

Question 2

Define the two step flow theory

Answer 2

Ideas flow from the mass media to opinion leaders and then to the less active sections of the population. Opinion leaders select and adapt messages in line with their own agenda

Question 3

Define the uses and gratifications theory

Answer 3

Individuals use the media in the expectation that they will fulfil psychological needs

Question 4

What are the 4 categories in the uses and gratifications theory?

Answer 4

Entertainment / Diversion
Information / Education
Social interaction
Personal Identity

Question 5

Define cultivation theory

Answer 5

TV is such an important source of information that viewers cannot escape its gradual interference in their everyday lives

Question 6

Define reception theory

Answer 6

An audience is actively engaged in the interpretation of media texts rather than passive consumers and individuals interpret texts in different ways