Jonas Lotuza A2 Media Portfolio
3 Classic Music video theories
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The Hypodermic Needle Model
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Uses & Gratifications
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Reception Theory
The Hypodermic Needle Model
Dating back to 1920's the hypodermic needle model is crude theory that tries to explain how mass audience might react to mass media.
Developed in fairly new age of media when cinema, TV, radio where only few decades old when government just discovered the power of media and the advertisement.
Firstly, this theory suggest that we are manipulated by media and the propaganda it can produce. Our behavior can easily be changed by media-makers as well it tries to explain why certain groups of people should not be exposed to certain media texts because if they consume such text like sexual or violent we will as society copy it and absorb.
This theory is based on the fact that people take in information without challenging it.
Reception Theory
This theory extends the concept of active audience further in 1980's and 1990's. Lots of work has been done on the way people interpret the text and how their demographics effect it.
The text us encoded by the producer and decoded by the reader so there will be lots of different meanings of the same text for different people.
Uses & Gratifications
During the 1960s when the first generation of people became adults who grew up with television. So now audiences started to make choices on what media text they consume and when they consume the text. Furthermore Lasswell suggested that media texts had functions for individuals and society.
