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The "Magic Bullet" theory graphically assumes that the media's message is a bullet fired from the "media gun" into the viewer's "head". [2] Similarly, the "Hypodermic Needle Model" uses the same idea of the "shooting" paradigm. It suggests that the media injects its messages straight into the passive audience. [3]
Uses and gratifications theory was developed from a number of prior communication theories and research conducted by fellow theorists. The theory has a heuristic value because it gives communication scholars a "perspective through which a number of ideas and theories about media choice, consumption, and even impact can be viewed". [11] [12] [13 ...
The law of effect, or Thorndike's law, is a psychology principle advanced by Edward Thorndike in 1898 on the matter of behavioral conditioning (not then formulated as such) which states that "responses that produce a satisfying effect in a particular situation become more likely to occur again in that situation, and responses that produce a ...
This theory also states that the experience of others can be used in the decision making process. If a family member recommends a book then an individual is more likely to pick up the book and read it themselves. This theory does address more thoroughly media avoidance than does Uses and Gratifications Theory. [2]
(de Sitter effect: see) Geodetic effect (general relativity) Debye–Falkenhagen effect; Decoy effect (consumer behavior) (decision theory) (economic theories) (finance theory) (marketing) Delay (audio effect) (audio effects) (effects units) (musical techniques) Dellinger effect (radio communications) Dember effect (electrical phenomena) (physics)
Scholars who explored affect theory as an approach to art include Ruth Leys and Charles Altieri. In “The Turn to Affect”, Leys explained how the shift to the “neuroscience of emotions” based on the affect theory has a deleterious effect of equating precognitive, nonrational responses to critical and reflective insights. [14]
The framework was proposed in response to what the scholars believed was an over-emphasis on media processes and effects research. The HOI model instead made the content produced by news media the dependent variable in research studies, influenced by factors located within the hierarchical framework.
The People's Choice, a book based on this study presented the theory of "the two-step flow of communications", which later came to be associated with the so-called "limited effects model" of mass media: the idea that ideas often flow from radio and print to local "opinion leaders" who in turn pass them on to those with more limited political ...