The Effects Model

Effects models

The hypodermic needle model

The intended message is directly received and wholly accepted by the receiver. Just think of it as a big needle full of the product and it directly injected into your head.

Two-step flow

The people with most access to media, and highest media literacy explain and diffuse the content to others. This is a modern version of the hypodermic needle model.
Uses and gratifications

People are not helpless victims of mass media, but use the media to get specific gratifications. Some people are worried that the media is gaining to much power over people.

Reception theory

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.


Obstinate audience theory

This theory assumes that there is a transactional communication between the audience and the media. The audience actively selects what messages to pay attention to. The Zimmerman-Bauer study found that the audience also participates in the communication by influencing the message.