Task 2 Audience Response To Products

Hypodermic Needle Model

This suggests that an intended message is directly received and wholly accepted by the receiver. the model is rooted in the 1930's behaviourism and is largely obsolete today.  It suggests that the media injects its messages straight into the passive audience. This passive audience is immediately affected by these messages. The public essentially cannot escape from the media's influence.
An example of this Hypodermic needle model is in 1938 where a news broadcast went out to tell people that it is basically the war of the worlds. and because people were so influenced by this information they went outside and caused mass panic, even though no of which was true and was only to test people vulnerability to the information that is supposedly injected into them through the forms of the media.




inoculation Model

Inoculation Theory was developed by social psychologist William J. McGuire in 1961 to explain more about how attitudes and beliefs change, and more importantly, how to keep original attitudes and beliefs consistent in the face of persuasion attempts. Inoculation Theory continues to be studied today by communication, social psychology, and social science researchers. The theory has been assessed in varied context, including politics (Pfau et al., 1990), health campaigns (Pfau & VanBockern, 1994), and marketing (Compton & Pfau, 2004), among others.

Two Step Model
The two-step flow of communication or Multistep Flow Model, says that most people form their opinions under the influence of opinion leaders, who in turn 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.
Also known as the Multistep Flow Model is a theory based on a 1940s study on social influence that states that media effects are indirectly established through the personal influence of opinion leaders. The majority of people receive much of their information and are influenced by the media second-hand, through the personal influence of opinion leaders
Uses Of Gratification

Uses and gratifications theory (UGT) is an approach to understanding why and how people actively seek out specific media to satisfy specific needs. UGT is an audience-centered approach to understanding mass communication. Diverging from other media effect theories that question "what does media do to people?” UGT focuses on "what do people do with media?

Unlike other theories concerning media consumption, UGT gives the consumer power to discern what media they consume, with the assumption that the consumer has a clear intent and use. This contradicts previous theories such as mass society theory, that states that people are helpless victims of mass media produced by large companies; and individual differences perspective, which states that intelligence and self-esteem largely drive an individual's media choice.

Given these differing theories, UGT is unique in its assumptions:

• The audience is active and its media use is goal oriented
• The initiative in linking need gratification to a specific medium choice rests with the audience member
• The media compete with other resources for need satisfaction
• People have enough self-awareness of their media use, interests, and motives to be able to provide researchers with an accurate picture of that use.
• Value judgments of media content can only be assessed by the audience.

Reception Theory

Reception theory is a version of reader response literary theory that emphasizes the reader's reception of a literary text. It is more generally called audience reception in the analysis of communications models.

Audience reception theory has come to be widely used as a way of characterizing the wave of audience research which occurred within communications and cultural studies during the 1980s and 1990s. On the whole, this work has adopted a "culturalist" perspective, has tended to use qualitative (and often ethnographic) methods of research and has tended to be concerned, one way or another, with exploring the active choices, uses and interpretations made of media materials, by their consumers.


Sources:

http://en.wikipedia.org/wiki/Hypodermic_needle_model
http://en.wikipedia.org/wiki/Inoculation_theory
http://www.nature.com/labinvest/journal/v86/n5/fig_tab/3700411f1.html
http://community.calrec.com/the-war-of-the-worlds-hoax-radio-broadcast/