Research and planning-Media exam: theories

The 'hypodermic' model

Mass media has a direct immediate and powerful effect on its audiences. Messages are directly injected or shooted into our brains.

Cultivation theory

The more time people spend living/watching a TV world the more likely they are to believe the social reality portrayed on Television.

Desensitisation

When the audience is less effected or immune to violence after being exposed to it for a period of time.


Modelling/copycat theory

Something publised in media that is then copied in order to get attention. For eg. violence or suicide in films are sometimes copied




Uses and gratification theory

As an audience we take in the information from a media text or film that we need or like and disregard the other bits that are not relevant. We are intelligent and can use our brain to select or deselect messages from a film.