3 Aug 2022
Passive and Active Theory:
Hypodermic Needle Theory: Hypodermic Needle Theory is a communication model that states that the intended information is received directly and fully accepted by the recipient.
Goal: Desensitisation
occurs when viewers are repeatedly exposed to shocking or violent content. Repeated experience numbs the effect.
occurs when viewers are repeatedly exposed to shocking or violent content. Repeated experience numbs the effect.
Reception Theory: Audiences decide how to respond to media texts and language. It can be priority reading (audience strongly agrees), negotiated reading (audience agrees with some disagreement), and oppositional reading (audience strongly disagrees).
Use and Satisfaction Theory:
People use media to satisfy four basic needs. It can be divided into four categories: distraction, personal identity, social relations, and surveillance.
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