Theorists

Uses and Gratification theoryUses and gratifications theory is an approach to understanding why and how people actively seek out specific media to satisfy specific needs.

In 1948, Lasswell introduced a four-functional interpretation of the media on a macro-sociological level. Media served the functions of surveillance, correlation, entertainment and cultural transmission for both society and individuals.

-Surveillance - to keep an eye on what’s happening around-Correlation - media connects and correlates different elements of our society-Entertainment - media as a form of recreation and relaxation-Cultural transmission - media as a vehicle to transmit cultural practices and values across generations

It was further developed by Katz, Blumler and Gurevitch in the 1970s. According to Katz, Blumler and Gurevitch's research there were some components comprising the Uses and Gratifications Model including active audience, audience initiated media choices and media competing with other sources of satisfaction.

Hypodermic Needle Model

The media (magic gun) fired the message directly into audience head without their own knowledge. The message cause the instant reaction from the audience mind without any hesitation is called “Magic Bullet Theory”. The media (needle) injects the message into audience mind and it cause changes in audience behavior and psyche towards the message. Audience are passive and they can’t resist the media message is called “Hypodermic Needle Theory”.

2 Step Flow Model

The two-step flow of communication or Multistep Flow Model, says that most people form their opinions under the influence of opinion leaders, who in turn are influenced by the mass media. So according to this model, ideas flow from mass media to opinion leaders, and from them to a wider population.

Also known as the Multistep Flow Model is a theory based on a 1940s study on social influence that states that media effects are indirectly established through the personal influence of opinion leaders. The majority of people receive much of their information and are influenced by the media secondhand, through the personal influence of opinion leaders.

Semiotics

Ferdinand Saussure is one of the founding fathers of semiotics. His concept of the sign/signifier/signified/referent forms the core of the field. Equally crucial, although often overlooked or misapplied, is the dimension of the syntagmatic and paradigmatic axes of linguistic description.