This theory is to the hypodermic needle theory because it proposes a different idea where the audience is active instead of passive.
The theory is split into five different categories/needs:
Cognitive need - The viewer wants to learn from the source as much as they can therefore it is their choice to interact with the media.
Effect need - This is the viewer mood and emotions, they may look at some media that shares the same emotions with them or contrast them in order to get emotional pleasure.
Personal integrated need - The viewer chooses to look at media to boost their own self confidence.
Social Integrated need - Socializing about a text with friends and family. This may result in a new social group or fan club.
Personal Escape - The idea that they want to escape their own troubles in life.
2 Step Flow:
The two-step flow of communication 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.
These ideas will help construct my media work because I will understand the further purpose of the product and why our viewers interact with it.
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