The Hypodermic Needle Model

• first attempt to explain how mass audiences might react to mass media
• models suggest that audiences make no attempt to process the data/information on that they receive or go out to find information.

The Two Step Flow

• The audience processes information more deeply as it is related to them through someone else that influences the taste in society at the same time.

Uses and Gratifications

• looks at audience as individuals
• we individually apply media tactics to target audiences.