The Hypodermic Needle Model –
- The intended message is directly received and accepted by the receiver.
- The meaning of a “text” is not inherent within the text itself, but the audience must elicit meaning based on their individual cultural background and life experiences.
Social action theory
- Social action theory is used to get a better understanding of actions behind human behaviour such as unrational or rational behaviour. The perspective of the theory is to examine how/ why particular individuals and groups are defined by their behaviour which don’t follow normal behaviour of social groups.
Media dependence theory
- This theory describes how the media effects the lives of people. There is a variation in this theory which tells how much people depend on the media and what types of the media are the most influential to them.