Hypodermic Syringe/effect theory
The theory that the media influences certain audiences in different ways by 'injecting' them appropriate messages to trigger a desired response.
Uses and Gratification
This theory is an approach to understanding why and how people seek out specific media to satisfy specific needs. It looks into the reason why we follow the media and watch it.
Two-Step Flow
The theory that most people form their opinions under the influence of opinion leaders, that in turn are influenced by the mass media.
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