HA9 Task 1 Response theories

The Hypodermic Needle Model –

This is a model of communications suggesting that an intended message is directly received and wholly accepted by the receiver. In addition this means that everyone is hearing the same message and not rumors created by the public. An example of this was the Orson Wells war of the world’s incident, in which he broadcasted a speech portraying that the world was being attacked by Martians coming from Mars. This caused chaos as many people believed this and thought it was the end of the World.

https://www.youtube.com/watch?v=Xs0K4ApWl4g

The Hypodermic Needle Model - example 

The Inoculation Model –

This is where people build tolerance to a certain social behavior. This usually begins at an early stage and this builds a resistance as it is second nature. Furthermore, the argument that is presented through inoculation must be strong enough to initiate motivation to maintain current attitudes and beliefs. As a media example, the theory could suggest that the long term exposure to repeat and often used messages end up making people immune to them. E.g. The game manhunt

https://www.youtube.com/watch?v=PGuhX5AmjuA

The Inoculation Model – example

The Two-Step Flow Model –

 The theory is that people form their opinions under the influence of opinion leaders, who in favor are influenced by the mass media. So according to this model, ideas flow from mass media to opinion leaders, and from them to a wider population. An example in media for this is someone may watch a film, they will go away and form a review or an opinion on this film; later they will then tell someone about this film in their opinion. An example of this from the game Minecraft is opinion leaders such as IGN or big YouTube starts such as Pewdiepie will play this game and reacts to it e.g. they will not like the game, or they will. From this the individuals in contact with these opinions leaders e.g. people who have watched their reviews etc. will then decide what they believe and spread the work on to other people.

http://communicationtheory.org/wp-content/uploads/2012/07/two-step-flow-of-communication.jpg

The Uses & Gratifications Theory –

This is a theory is used to make people understand mass communication. It’s focused on consumers and audience more than just an actual message by its self. It gives the consumers an active role to get them involved in the media, such as games, so they can progress further. In doing this they gain more knowledge to later add to newspapers and other types of use of communication. Therefore, it makes the audience reliable for their needs from their approach. An example of this from the game GTA V is that players can unite together to play the game online, from this the players will be entertained, and even learn how to play the game and use weapons e.c.t. from each other (in informativeness).

http://www.jiad.org/images/article_images/modeltowardweb.gif

The Reception Theory –

Reception theory provides a means of understanding media texts by understanding how these texts are read by audiences. The people who analyse media through reception studies are concerned with the experience of cinema and television and even game playing/ viewing for spectators; and how meaning is created through that experience. Furthermore, reception theory places the viewer in context, taking into account all of the various factors that might influence how she or he will read and create meaning from the text. 

An example from the game Call of Duty Black Ops 2 is that people read media texts about this game and decode it (respond) to it differently. From the people playing the game and reading and watching videos about it; they will then alter their response and attitude towards the game leading to an answer e.g. the game is good, the game lacks things such as…

http://www.alevelmedia.co.uk/attachments/Image/reception%20model.jpg