Media Theories

Hypodermic Needle 

The hypodermic Needle Theory is a linear communication theory which suggests that media messages are injected directly into the brains of a passive audience. It suggests that we are all the same and we all respond to media messages in the same way. A passive audience is one in which has no say or views being 'in active' and is fed a certain view in a way to make others think the same. The hypodermic needle theory then is like a political government view which is being 'Injected' into their audience and flows inside of them to feel a certain way.

Uses and Gratification 

The uses and gratification theory is the understanding of mass communication. The theory focuses more on the audience/ consumer rather than the media. It suggests the idea of 'what people of with the media' than 'what the media does with people/individuals' in saying people are an active audience and take a role of integrating and interpretation media into their own lives. The theory also suggests that audiences are responsible for choosing media to meet their needs and to fulfil a specific 'gratification'.

The uses and gratification theory has to meet one of the following when we choose a form of media:

-Cognitive needs
-Affective needs
-Personal Integrative needs
-Social Integrative needs
-Tension free needs

Two step flow

The two step theory is a evolved version of the hypodermic needle. The two steps involve- step one: opinion leaders get information from a media source, step two- opinion leaders then pass on the information along with their own interpretation to others. This then makes the original information evolve into a personal opinionated view which then gets forced upon others.