HA11 Pavlov's Dogs Task 1 - Glossary

Glossary

The Hypodermic Needle Model

The hypodermic needle theory is that we are all susceptible to mass media propaganda. It suggests that as a passive audience, we all surpass to what we see and hear from media products like the radio and the TV. It is a theory devised in the 1920s but is dismissed by the majority of people however it doesn't stop parents e.t.c from worrying about the influence their children will receive from certain shows and especially video games.

This video gives a brief insight to the theory.

The Inoculation Model

The inoculation model is the theory that people's ideas and beliefs can change over time and why they do so. It also explains about how people's ideas can be stopped from changing when faced with persuasion. Another name for this is brain washing. This theory was first devised at the end of the Korean war when a group of captured American soldiers did not want to return when the chance was there for them.  

The Two-Step Flow Model

The two step flow model was introduced by Paul Lazarsfeld; Bernard Barelson and Hazel Gaudet. It is the theory of how information from a single source is changed depending on who has spread it. For example, the media releases a news article which is read by a small number of people. Those people would then pass on their interpretation to their family members and the cycle continues. This leads to the fact that a simple piece of information can be interpreted differently by different people which is then passed on to people they know.

The Uses & Gratifications Theory

This theory suggests that media audiences are not passively viewing contents, and in fact use it to fulfill their needs. This applies highly towards advertisements. Not every advertisement works on every viewer. A product such as lipstick would not apply to a man whereas aftershave would. This is due to the manufactures making the adverts to apply to a specific audience. Put simply if you don't find the advertised product enticing, the product isn't aimed at you.

The Reception Theory   

The reception theory is the theory that hidden messages placed into a film or similar product can be picked up by the viewing audience. This can be done via character dialogue or specific actions within the product however the viewers must constantly bee reminded of this hidden message.