This particular theory is called the hypodermic needle theory, it was first studied during the 1920’s, and it mainly explained how audiences reacted to certain things portrayed within the media. The image that I have found vaguely suggests what the whole theory is about. This theory suggests that the audience is affected by what they perceive from media consumption. For example: If a child watches a violent film, they will be injected with these notions and therefore feel as if they should perform the same actions that the characters did within the film. This shows how the audience’s behaviour is automatically changed by the media.
The two step flow suggest that information doesn’t flow from the media text straight to the audience but, within that cycle, other peoples point of views will affect an audience. People have a large influence on how people gain opinions about specific media texts like films, instead of the actual film giving them a related opinion they have gathered one from what they’ve been told. For example if someone was talking about the Batman films and said that they thought they were amazing, another person will go and watch the film and have the same opinion, not only because of the content in which they received but because the two step flow has affected them.
USES AND GRATIFICATION
Uses and gratification mainly focuses not on what the media text illustrates for the audience watching but what the audience did with the media. So people therefore watch things for their social needs, so someone will watch the news in order to gain information, they may watch a comedy to laugh and be entertained. There are different purposes for different genres of media. The messages within media textypes are read differently and interpreted in many different ways. Reception theory is about the way in which individuals receive and interpret a text, and how their individual circumstances (gender, class, age, ethnicity) affected their reading/seeying.
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