Task 1

                                                       Hypodermic needle 

Hypodermic needle model is the theory that the media control the public and have a huge impact and influence on what the public which either received a positive or negative reaction. An example of this is the war of the world’s broadcast of 193 which caused wide spread panic and mayhem. This sparked a research movement which aimed to disprove this theory, successfully they found out it was actually the audiences personal attributes which contributed to what they did individually when they read a piece of media.




                                                        Inoculation Theory:

Inoculation is a theory developed to strengthen existing attitudes and beliefs and build resistance to future counterarguments. For inoculation to be successful it is critical that a threat (motivation for resistance) is imposed upon these existing ideas and refutational preemption (ability to cognitively build defenses to potential counterarguments) takes place after the inoculation. The argument that is presented through inoculation must be strong enough to initiate motivation to maintain current attitudes and beliefs, but weak enough that the receiver will refute the counterargument. Inoculation has been proven successful through many different trials and research. This article attempts to highlight all vital parts of the theory, however, there is a large amount of quality research on the theory that was not mentioned. Also, while numerous studies have tested the theory, there continues to be a need for improvement and new hypotheses.


                             Two Step Flow Theory:

The Two-Step flow model is a theory that is broke up into two phases; the first phase is that an opinion leader gets information from a mass media product such as a newspaper, The internet or magazines. The next phase is for the opinion leader to then pass on the information to their Influential audience such as family; friends and peers however create their own opinion on it and give the information in a more opinionated version. An example of this was the Scotland independence vote, it was estimated 50% of the voters had been influenced by their opinion leaders.


                       The uses and Gratifications theory:

The use and gratification theory is the approach to understanding mass communication, when the audience have control over how the reader takes in the information that is presented to them. Also what the audience will do when they receive information such as actions and opinions. The audience choose the media that suits their needs and wants and are no longer viewed as passive.  The basic models include Educate, Entertain and social interaction. Educate is the basic model that means being able to understand the information that the individual has obtained. Entertain is whether what the media portrays is to the audiences liking and interests. Finally social interaction is the ability for the media to produce a topic of conversation between other people.  An example of this is the game Minecraft, This game can be played together in large groups this is an example of social interaction as well as entertainment, Education is present in many websites that show tutorials on how to build certain components for a structure or a certain crafting tool.


                             Reception Theory:

A branch of modern literary studies concerned with the ways in which literary works are received by readers. The term has sometimes been used to refer to reader‐response criticism in general, but it is associated more particularly with the ‘reception‐aesthetics’ (German, Rezeptionsästhetik) outlined in 1970 by the German literary historian Hans Robert Jauss. Drawing on philosophical hermeneutics, Jauss argued that literary works are received against an existing horizon of expectations consisting of readers' current knowledge and presuppositions about literature, and that the meanings of works change as such horizons shift. Unlike most varieties of reader‐response theory, then, reception theory is interested more in historical changes affecting the reading public than in the solitary reader.
                                   http://www.oxfordreference.com/view/10.1093/oi/authority.20110803100407730