Hyperdermic Needle Theory

- just like a syrenge used to inject drugs in body
- mas the media injects messages directly into the minds of viewers/ listeners/ readers
- This draws attention to the power of the media producers over its audiences.
- It makes audiences seem 'passive' and 'powerless'

- as my critical investigation is about how males are influenced form adverts, this theory fits in becuase what they see is what they consume and the output is the influenc eon their life style

"One such theorist stated that the new found media was manipulating the mainstream masses and deliberately causing crime and violence for financial gain. Although this argument has been cast aside man times it always returns in modern society when there is a severe outbreak of violence on TV."

“it is the process of creating shared meaning.”(J.Baran, Introduction to mass communication).

“It views audience as the passive receptors of virulent viruses produce by the media” (Starker, Evil influences: crusades against the mass media).

"It can be argued that the mass media is used as “an instrument”, both more powerful and more flexible than anything in previous existence, for influencing people into certain modes of belief and understanding within society."

Cultivation Thoery

- As audiences watch more and more TV and films they gain more opinions and views on the world. They follow the status quo and Hegemony.

Hegemony - a theory of ideologies and beleives that reiterate dominant ideologies.
- It draws attention to the fact that audiences gain a lot of thier knowledge from the media. Although it does encourage false measures.

"Cultivation theory is a social theory designed in the 1950s and '70s to examine the role of television on Americans. Another kind of cultivation effect is Computer Mediated Communication or (CMC) this kind of communication is done by email, list servers, use net groups and chat rooms"

"The mass media are controlled by people who are in power in society, and therefore tend to provide representations which uphold the status quo."

"television is a cultural arm of the established industrial order and as such serves primarily to maintain, stabilize and reinforce rather than to alter, threaten or weaken conventional beliefs and behaviours"