The Hypodermic Needle Theory states that mass media has a strong effect on its audiences. The theory states that the mass media can “inject” its viewers with a message or idea and have it become part of them. This theory became popular during the 1940/50s, due to the strength and power the media had over the trusting population.
This theory perceives the viewer as gullible and mentally weak, unable to form counter arguments and eating up anything presented by the media, while this may have been true in the 1940/50s, the modern access of information and competing media companies have made people more weary or lies and manipulation.
This theory became popular during WW1, where Nazi Propaganda and its effects on people was ‘studied’ by media scholars. Its important to note that there was no actual research done, this theory is ”based on assumption of human nature and it was not based on any empirical findings from research.” And thus this theory falls apart because there was never any evidence to back it up.
Sources:
https://www.academia.edu/31357758/Needles_and_Bullets_Media_Theory_Medicine_and_Propaganda_1910_1940_in_Kari_Nixon_Lorenzo_Servitje_eds._Essays_in_Contagion_Theory_pp._62-92
http://communicationtheory.org/magic-bullet-or-hypodermic-needle-theory-of-communication/
Two Step Flow Theory
The Two Step Flow Theory states that mass media is digested by an "Opinion Leader" who applies their own beliefs and opinions before passing them onto their audience. The Opinion Leader can be anyone, from a famous celebrity tweeting her response to a shocking controversy all the way to the popular extrovert in a group of friends.
The theory was originally published in "The People's Choice" in 1944 by three people, Paul Lazarsfeld, Bernard Berelson and Hazel Gaudet. The study was published in regard to the presidential campaign and the decision making process of the general public.
An example of the Two Step Flow Theory can be seen in social media, specifically on Twitter. While there are many celebrities that could serve to explain this concept, an even better example of the indoctrinating effect of the Two Step Flow Theory can be seen with The Flat Earth Society Twitter.
On the other hand, many have become highly cynical and weary of the information they are told to blindly believe, with the ease of internet access nowadays its not too difficult to research and find out the truth behind most matters. This theory only works on those gullible enough to follow blindly, which isn't everyone.
https://www.utwente.nl/en/bms/communication-theories/sorted-by-cluster/Mass%20Media/Two_Step_Flow_Theory-1/
https://www.britannica.com/topic/two-step-flow-model-of-communication
https://twitter.com/flatearthorg?lang=en
http://www.outofthequestion.org/Media-Research-of-the-1940s/Trends.aspx
Reception Theory
The Reception Theory states that a message/lesson presented in the media can be inferred in three main ways by the target demographic.
Dominant:
A dominant reaction means the message is fully embraced by the viewer without any opposition, it becomes part of who they are as a person. This is the intended result of the media.
Example:
This can be seen with kids entertainment, while shows like "Mister Rogers' Neighborhood" encourages kids to be kind to themselves and others, there have been negative/shady examples like "Davey and Goliath" where the point of the shows is to indoctrinate kids into taking up beliefs they would not normally pick up on from their parents.
Negotiated:
A negotiated reaction means the message is worked to fit the pre-existing beliefs of the viewer, and only then is it embraced and becomes part of who they are as a person.
Example:
Most adult shows have messages that are meant to be inferred by the viewer, developed in their head over time and slowly adapted into day-to-day life, this can be seen with shows like "Friends" and "The Office" which offer a comedic but also heartfelt perspective on life that is supposed to make the viewer feel more emotionally free.
Opositional:
An opositional reaction means that not only is the message rejected, it is turned 180 and used as ammo against the creators.
Example:
An example of this in action can be seen with The Game Theorist and his "Mario is a Sociopath" Theory, this series of videos go in depth, studying the behavior of the video game character Mario and comparing his actions to real life mental conditions. While these videos are meant for entertainment and are not meant to be taken seriously, it doesn't mean that people/viewers wont do so.
The Reception Theory states that a message/lesson presented in the media can be inferred in three main ways by the target demographic.
Dominant:
A dominant reaction means the message is fully embraced by the viewer without any opposition, it becomes part of who they are as a person. This is the intended result of the media.
This can be seen with kids entertainment, while shows like "Mister Rogers' Neighborhood" encourages kids to be kind to themselves and others, there have been negative/shady examples like "Davey and Goliath" where the point of the shows is to indoctrinate kids into taking up beliefs they would not normally pick up on from their parents.
A negotiated reaction means the message is worked to fit the pre-existing beliefs of the viewer, and only then is it embraced and becomes part of who they are as a person.
Example:
Most adult shows have messages that are meant to be inferred by the viewer, developed in their head over time and slowly adapted into day-to-day life, this can be seen with shows like "Friends" and "The Office" which offer a comedic but also heartfelt perspective on life that is supposed to make the viewer feel more emotionally free.
Opositional:
An opositional reaction means that not only is the message rejected, it is turned 180 and used as ammo against the creators.
Example:
An example of this in action can be seen with The Game Theorist and his "Mario is a Sociopath" Theory, this series of videos go in depth, studying the behavior of the video game character Mario and comparing his actions to real life mental conditions. While these videos are meant for entertainment and are not meant to be taken seriously, it doesn't mean that people/viewers wont do so.
Sources:
https://www.youtube.com/watch?v=YuUzmWkioX0
https://www.reddit.com/r/DunderMifflin/comments/2lewub/the_scene_where_michael_goes_to_pams_art_show/
http://villains.wikia.com/wiki/Mario_(Donkey_Kong_Jr.)
Uses and Gratifications Theory
This theory states that people seek out media that satisfies their needs, these can range from self-actualization, a sense of belonging all the way to to an urge for knowledge. This means that TV and Games need to study and target a specific genre of people for what they search out.
An example of this can be seen with most fantasy media, an extremely popular part of entertainment is centered around escapism, super hero movies like "Guardians of the Galaxy" are especially attracting due to their high adrenaline action and energetic plot line, the complete opposite of what most people experience in their day-to-day life.
Exposure to Violent Content
Violence and video games seem to go hand in hand these days, from shooting out demon's brains in Doom to ripping people into pieces in Mortal Kombat, it's no surprise we've become so desensitised to it. It gets worse when you learn about how much of an advertisement "going too far" is, if a game presents disturbing scenes and/or events that most people may be shocked at then the game would get more publicity, this means that a lot more games have added shock value just so it can get more sales.
Example - Hatred
Hatred is a goldmine of embarrassment, the entire game is built to convert concerned christian housewives into cold hard cash. Not only did it throw the entire gaming community under the bus for a quick buck, but the game itself is horribly made, with unresponsive controls, horrible coding and overall air of cheapness; all of this is backed up by the thousands of negative reviews from genuinely disappointed players.
This shows that while such low-life methods do work, they wont work forever, the public is intelligent and remembers when this type of dishonest and slimy behaviour is done. The next time such bait is made, it will fall into obscurity where it belongs.
Advertising
Advertisements are one of those things the human brain has learned to tone out, "buy this!", "You wont believe these deals!" and "Singles in your area!" have all been reduced to white noise. Some advertisers believe this means they should shove in an ad that fills the entire page, plays music, needs to be skipped or deity-forgive do all three. Its no surprise so many people use Adblock, the general consensus on ads seems to be "If you're gonna have em, make sure they're not distracting."
Censorship
Censorship is the act of removal or alteration of content deemed "unsavory" or "unsafe". Its deemed a controversial matter, should content be renovated to take in mind people's feelings and opinions or should it be released as is. Most people don't like the idea of information being withheld, yet companies and other organisations prefer to target the general public with bland, unimaginative work that has not challenging themes or messages.
Look anywhere on the internet and you'll find people archiving and saving all manners of things, from documents to video games. People hate censorship with a passion, it's natural to feel bad about losing something you can never find again, especially on the internet of all places.
Fandoms
"Fandoms" are a group of people who consider themselves fans of a particular topic or brand; These fandoms can range in size, from small cult followings all the way to huge communities. The longer a fandom exists, the more intense it gets, extremists are pretty common, going above and beyond for their love of the specific topic. These extremists are shunned by outsiders, their disregard for reality and themselves considered socially unacceptable.
Example - Homestuck
Homestuck is an internet webcomic that started all the way in 2009, it stars several gray-skinned characters as they do a myriad of odd and unrelated activities. With the comic going on for so long it's extremely easy to lose track of the story line, with more than 100 individually named characters all with their own story and charm, this makes it extremely difficult to join the community.
Positives
Fandoms are a wonderful way to connect with others who like the things you like, you can create and share fan-work you're passionate about with others who feel the same and build connections and friendships with many. Its also a great way to get your opinions or ideas heard and discussed, depending on the sort of fandom it is you might even get to participate somehow towards the game, movie, book, show or whatever the fandom si based on.
As already stated, Fandoms tend to create extremists, while the idea of someone being passionate about your work may seem good in theory, these types of people become the disliked loud minority and give the community (and in turn the game/book/project) a bad name as well.
Example
It's not hard to find an example of community extremists warding off potential fans/users, you can see it in video games (with Minecraft and its abundance of prepubescent youtubers) shows ( Steven Universe and borderline abusive fans) and even websites (like Tumblr, for many reasons including doxing people with differing beliefs along with many other inhumane acts).
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