Task 2- Audience Response To Products

The Hypodermic Needle model
The "Magic Bullet" or "Hypodermic Needle Theory" of direct influence effects was not as widely accepted by scholars as many books on mass communication indicate. The hypodermic needle model is a model of communications suggesting that an intended message is directly received and wholly accepted by the receiver. The model is rooted in 1930s behaviorism and is largely considered obsolete today. The phrasing "hypodermic needle" is meant to give a mental image of the direct, strategic, and planned infusion of a message into an individual. But as research methodology became more highly developed, it became apparent that the media had selective influences on people .http://en.wikipedia.org/wiki/Hypodermic_needle_model

Innoculation ModelInoculation Theory was developed by social psychologist William J. McGuire in 19

61 to explain more about how attitudes and beliefs change, and more importantly, how to keep original attitudes and beliefs consistent in the face of persuasion attempts. Inoculation Theory continues to be studied today by communication, social psychology, and social science researchers. The theory has been assessed in varied context, including politics (Pfau et al., 1990), health campaigns (Pfau & VanBockern, 1994), and marketing (Compton & Pfau, 2004), among others. http://en.wikipedia.org/wiki/Inoculation_theory



Two Step ModelThe two-step flow of communication or Multistep Flow Model, says that most people form their opinions under the influence of opinion leaders, who in turn are influenced by themass media. So according to this model, ideas flow from mass media to opinion leaders, and from them to a wider population. Also known as the Multistep Flow Model is a theory based on a 1940s study on social influence that states that media effects are indirectly established through the personal influence of opinion leaders. The majority of people receive much of their information and are influenced by the media secondhand, through the personal influence of opinion leaders. http://en.wikipedia.org/wiki/Two-step_flow_of_communication