bullet theory

7360 WordsFeb 1, 201430 Pages
Bullet Theory The magic bullet perspective, also called the hypodermic needle model, is a model for communications. Magic bullet theory has been around since the 1920s to explain “how mass audiences might react to mass media,” reports Media Know All. According to University of Twent in the Netherlands, the theory states that mass media has a “direct, immediate and powerful effect on its audiences. History Several factors, including widespread popularity of radio and television, led to this “strong effects” theory of media influence. Also important were the new “persuasion industries” of advertising and propaganda being utilized by industries and governments alike. In…show more content…
An important concept of reception theory is that the media text—the individual movie or television program—has no inherent meaning in and of itself. Instead, meaning is created in the interaction between spectator and text; in other words, meaning is created as the viewer watches and processes the film. Reception theory argues that contextual factors, more than textual ones, influence the way the spectator views the film or television program. Contextual factors include elements of the viewer 's identity as well as circumstances of exhibition, the spectator 's preconceived notions concerning the film or television program 's genre and production, and even broad social, historical, and political issues. In short, reception theory places the viewer in context, taking into account all of the various factors that might influence how she or he will read and create meaning from the text. Reception theory is a philosophy about the arts that recognizes the audience as an essential element in the creative process. Originally developed as a method of literary criticism, reception theory posits that meaning does not lie in the work of art itself; rather meaning is part of a process of interaction between the audience and the artwork. Reception theory has been applied to many art forms, including drama, film, painting and sculpture. Emphasizing reader interpretation of works of literature, reception theory developed in the 1960s and
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