Hypodermic Needle
Started in the 1920s, was the first attempt to explain how audiences react to the mass media. It suggests that information from a text passes into the mass consciousness unmediated. The intelligence, experience and opinion of the individual are not relevant, it simply goes through either way.
Two Step Flow Theory
An extension of the Hypodermic needle theory, essentially adding a few more "layers" to the analysis. The layers are perhaps individual opinion from certain famous people who become "opinion leaders" and people will automatically follow what they think, instead of getting it straight from the media.
Uses & Gratifications Theory
Started in 1974, another expansion says that people use the media to see a purpose get gratification from the media. An example is escape from reality.
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