Theories of Media Review

People consume media that aligns with their pre-existing opinions

• Hypodermic Needle Theory

• Uses and Gratifications Theory

• Reinforcement Theory

• Agenda-Setting Theory

• Two-Step Flow Theory

People consume media to fulfill psychological needs

• Hypodermic Needle Theory

• Uses and Gratifications Theory

• Reinforcement Theory

• Agenda-Setting Theory

• Two-Step Flow Theory

People’s opinions are shaped by opinion leaders rather than first-hand sources

• Hypodermic Needle Theory

• Uses and Gratifications Theory

• Reinforcement Theory

• Agenda-Setting Theory

• Two-Step Flow Theory

The audience is like a sponge that absorbs information

• Hypodermic Needle Theory

• Uses and Gratifications Theory

• Reinforcement Theory

• Agenda-Setting Theory

• Two-Step Flow Theory

The issues that are covered in the media are the issues people think/talk about

• Hypodermic Needle Theory

• Uses and Gratifications Theory

• Reinforcement Theory

• Agenda-Setting Theory

• Two-Step Flow Theory

The only time the media tends to change people’s opinions is when it presents new information

• Hypodermic Needle Theory

• Uses and Gratifications Theory

• Reinforcement Theory

• Agenda-Setting Theory

• Two-Step Flow Theory

Opinion leaders include celebrities, influencers, streamers, and media personalities

• Hypodermic Needle Theory

• Uses and Gratifications Theory

• Reinforcement Theory

• Agenda-Setting Theory

• Two-Step Flow Theory

The media is like a syringe (needle) that injects information directly into the audience

• Hypodermic Needle Theory

• Uses and Gratifications Theory

• Reinforcement Theory

• Agenda-Setting Theory

• Two-Step Flow Theory

People's psychological needs for consuming media include the needs of: surveillance, social connection, personal identity, diversion, and simple entertainment

• Hypodermic Needle Theory

• Uses and Gratifications Theory

• Reinforcement Theory

• Agenda-Setting Theory

• Two-Step Flow Theory

People’s friends and family tend to have the biggest influence on their opinions, the media has little influence

• Hypodermic Needle Theory

• Uses and Gratifications Theory

• Reinforcement Theory

• Agenda-Setting Theory

• Two-Step Flow Theory