Audience Response and the Effects Debate

Response Theories

The Hypodermic Needle Model:

This response theory is not around these days as this is an old theory where people are told information and that information get shot straight into the mind of the people, this implies that when people are told information they take it in and believe it as they had no other choice in what to believe. This a passive effect.

The Inoculation Model:

This theory states that when people are exposed to various media they become immunised. This would get people used to various media. This is also a passive effect.

The Two Step Flow Model:

This theory consists of people generally forming their opinions on the opinions of other peoples. People who are exposed to information would go to someone who they would think is more knowledgeable to validate their opinion. Information would go from the mass media to the opinion leaders and then to everyone else.

The Uses & Gratification Theory:

This response theory says that people would go out and seek mass media that is to their likes, this would include knowledge, relaxation, social interaction, diversion and escape. People consuming this media are no longer passive consumers but much more active as they seek out media themselves rather then it being given to them.

The Reception Theory:

This theory says that when people are given a type of media be it a book or a film they would interpret the media in their own way, The people from this theory would be active consumers as they are not simply abiding by what is told to them they are instead looking further into it and interpreting it in their own way.

This is a link to "Are Video Games Really That Bad?"