hypodermic needle model
The model suggests that the mass media could influence a very large group of people directly and uniformly by ‘injecting’ them with appropriate messages designed to trigger a desired response.
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The model was developed in the 1920s and 1930s when there was a fast rise in popularisation of radio and television.
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The model suggests that the information is injected straight into the subconsciousness of the passive audience which immediately influences them with the message.
one and two step flows
One-step and two-step flows are two different ways that the information reaches the audience. One-step flow is the old model which shows that the information is directly send and absorbed by the viewer, while the two-step flow is a more recent way of looking how the information reaches the viewer. It is argued that the media no longer has direct influence on the viewer and instead factors such as selective exposure play a large role in influencing the public.
