One step flow theory Two step flow theory Media affects individuals through opinion leaders Magic

bullet theory This theory has also been called the hypodermic needle model where media is seen as a profound, direct and uniform impact on the public. It is called by term bullet because it implies that media effects flow directly from media to individual like a bullet. The idea that messages delivered through the mass media persuade all people powerfully and directly (as if they were hit by a bullet or injected by a needle) without the people having any control over the way they react

Pavlik j & mcintosh, shawn 2004 Converging media : an introduction to mass communication ny:pearson Rodman, george 2011 mass media:in a changing world 4th ed ny:mcgraw hill Turow, Joseph 2011 Media Today: an introduction to mass communication 4th ed ny: routledge Vivian, John (2011). The Media of Mass Communication 10th Ed. United States: Pearson