Theories+of+Media+Impacts

toc =Introduction=

Theories of media impacts refers to how society consumes the media which they are exposed to. There are a total of six theories, each representing a different way as which society interprets the media.

Hypodermic Needle Theory:
"Where the audience does exactly as the media says." (Media Now, 373) This theory assumes that the media has a direct and a very pursuasive effect on its audience. For instance, United States and Spain almost got in to a military conflict when news were published in a newspaper about the sinking of a US battleship 'Maine' in 1898.

Multistep Flow Theory:
" Audience follows opinion leaders who interpret media." (Media Now, 373) This theory is in conflict with the 'Hypodermic Needle' theory as it states that the audience is influenced indirectly by media, through the personal influence of opinion leaders. For instance, it has been observed on a TV reality show such as 'Canadian Idol', that those contestants appreciated by judges on the show are likely to win votes from the audience.

Selective processes Theory:
"Audience interprets media in their own way." (Media Now, 373) This theory is in confirmation with the concept of 'Egocasting', stating that the audience tend to avoid media messages that do not confirm with their beliefs.

Social learning Theory:
" Audience imitates behavior shown in the media." (Media Now, 373) This theory states that teh audience tend to copy in re al life, what they had observed on media through a process called 'observational learning'. For instance: there was a recent fatal accident in Toronto, that took place beacuse two teenage boys were imitating a car racing game, in real life. More details on this case : http://www.ctv.ca/servlet/ArticleNews/story/CTVNews/20060128/memorial_tahir_khan_060128/20060128?hub=CTVNewsAt11.

Cultivation Theory:
"Audience thinks that the real world works like TV world." (Media Now, 373) This theory assumes that due to heavy exposure of media, at times audeinces are unable to differentiate between reality and the digitally mediated worls. For instance: Most people really tend to get scared even when they are watching a horror movie in their own homes.

Priming Theory:
" Where one thought activates other thoughts." (Media Now, 375) This theory explains that the activation of one thought leads to the activation of other related thoughts. For instance, as seen in a movie or a tv show he or she recently watched, a potential burglar may get ideas on how to steal.

=Works Cited=

Larose, Robert, and Joseph Straubhaar. __Media Now__. USA: Thomson Wadsworth, 2004.