https://padlet.com/megankennie13/ta3ymqh5j7so . en-us 2017-11-14 13:19:00 UTC 2026-03-19 22:05:45 UTC hello@padlet.com megankennie13 https://padlet.com/megankennie13/ta3ymqh5j7so/wish/206695237 Developed in 1920s-30s

Linear communication theory

Suggest that an intended mediate is directly received and wholly accepted by the receiver. 

It was used by thee Nazi propaganda and the effects of Hollywood in the 1930s and 1940s. 

The hypodermic needle model suggests that the media messages are injected straight into a passive audience which is immediately influenced by the message.

Largely considered obsolete for a long time.

1.

Developed in the 1920s - 30s, the hypodermic needle theory (Linear Communication Theory) is a model of communication in which is intended to send messages straight (as if it is injected into them - hence, needle) to a passive audience which is directly received and is then wholly accepted - influencing the audience immediately. It's as if the public can't "escape" from the media's influence and the considered a "sitting duck". The phrasing "hypodermic needle" is meant to give a mental image of the direct, strategic, and planned infusion of a message into an individual. It has been largely considered no longer in use for a long time.
People were assumed to be "uniformly controlled by their biologically based 'instincts' and that they react more or less uniformly to whatever 'stimuli' came along".

There is also another theory very similar called The "Magic Bullet" which assumes that the media's messages is "shot" from a gun in the audiences "head".

2.

The theory was created in the 1920s-30s, and no one knows who created it exactly.

3.

The audiences mentioned in this theory are passive.

4.

The effects of this theory predict that the audience accept what is being projected to them.

5.

The problems can be major, e.g. with the Nazis they used propaganda to make people support them.]]> 2017-11-14 13:35:30 UTC https://padlet.com/megankennie13/ta3ymqh5j7so/wish/206695237 megankennie13 https://padlet.com/megankennie13/ta3ymqh5j7so/wish/206713718 Task 2.

1.

An approach to understanding why an how people actively seek out specific media to critical media to satisfy specific needs. Uses and Gratification theory is an audience-centred approach to understanding mass communication.  "What does media do to people?" Media effect theorises ask this question.

This communication theory is positivistic in its approach, based in the socio-psychological communication tradition, and focuses on communication at the mass media scale. UGT discusses how users deliberately choose media that will satisfy given needs and allow one to enhance knowledge, relaxation, social interactions/companionship, diversion, or escape.

In this theory the audience is assumed to not be passive consumers of media. Rather, the audiences has power over their media consumption and assumes an active role igniterpreting and integrating media into their own lives. Audiences in this theory are responsible for choosing media to meet their desires and needs to achieve gratification. It suggests that media use is motivated by needs and goals that are defined by audience members themselves.

2.

This theory was created in the 1960s.

3.

The audiences are active in this theory as they have power over their media consumption.

4.

5.]]> 2017-11-14 14:07:23 UTC https://padlet.com/megankennie13/ta3ymqh5j7so/wish/206713718 megankennie13 https://padlet.com/megankennie13/ta3ymqh5j7so/wish/206743259 Task 3.

1.

Overtime he sees the film, it seems like a different film to him. Great special effects. Sound. 

2.


3.

Hyperdermic Needle (Linear Communications Theory.) The fear in the films that an actor has participated in has the audience running in fear away from the actor who was in the scary film.]]> 2017-11-14 14:52:25 UTC https://padlet.com/megankennie13/ta3ymqh5j7so/wish/206743259 megankennie13 https://padlet.com/megankennie13/ta3ymqh5j7so/wish/206775413 2017-11-14 15:35:12 UTC https://padlet.com/megankennie13/ta3ymqh5j7so/wish/206775413