The hypodermic needle model suggests to us that mass media had a direct, immediate and powerful effect on its audiences. The mass media in the 1940s and 1950s were perceived as a powerful influence on behavior change. This model can be referred to as the magic bullet.
Cultivation Theory
Cultivation theory states that audiences who view frequently TV are more susceptible to media messages and believe that they are real. Heavy viewers are exposed to more violence and therefore are affected by the Mean World Syndrome, the belief that the world is a far worse and dangerous place then it actually is.
Desensitisation Theroy
The theory of a media audiences’ reactions growing weaker according to the amount of exposure to violence, death and sex. Which can lead less fear and sensitivity to violence and aggressive behaviors.
The copycat theory is when the audience copies things they seen on the TV and in films. Well known copycats examples are muders, suicides and other violent acts.
Uses and gratifications Theory
Uses and Gratifications Theory is an approach to understanding why people actively seek out specific media outlets and content for gratification purposes
.It assumes that members of the audience are not passive but take an active role in interpreting and integrating media into their own lives. The theory also holds that audiences are responsible for choosing media to meet their needs. The approach suggests that people use the media to fulfill specific gratifications.
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