HOW WE INTERPRET MEDIA: Hypodermic Needle & Reception Theory

 

Hypodermic Needle Theory

 Also known as Magic Bullet Theory which emerged in 1930s when media had considerable influence over public opinions. This theory suggests that  media messages are "injected" into the viewers brains influencing their beliefs and behaviours. Hypodermic Needle Theory assumes that audience are passive and are very easily manipulated. 

CRITICISM: The theory got criticism over how it oversimplified the relationship between audience and media and how it fails to account for the active role of an individuals play in interpreting media messages based on their personal opinions.


Reception Theory

Reception theory was developed by Stuart Hall during the 1970s. This theory suggests that audience actively interpret the media messages based on their own personal, social and cultural contexts. Hall's model of encoding/decoding highlights that producers encode a message but the audience decodes it in different ways.

DOMINANT READING: Accepting the message as intended.

NEGOTIATED READING: Accepting some parts of the message and questioning others.

OPPOSITIONAL READING: Rejecting the message and interpreting it differently.


 




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