Magic Bullet Theory /Hypodermic Needle Theory

The "magic bullet" and "hypodermic needle" models originate

from Harold Lasswell's 1927 book, Propaganda Technique in
the World War. It states that media message is very powerful
and injects into the mind of audience in such a way as a bullet
acts rapidly on the body.

Two step Flow Theory

In the 1940s, Lazarsfeld disproved the "magic bullet" theory
and "hypodermic needle model theory" through elections
studies in "The People's Choice".[10] Lazarsfeld and colleagues
executed the study by gathering research during the election of
Franklin D. Roosevelt in 1940. The study was conducted to
determine voting patterns and the relationship between the
media and political power. Lazarsfeld discovered that the
majority of the public remained unfazed by propaganda
surrounding Roosevelt's campaign. Instead, interpersonal
outlets proved more influential than the media. Therefore,
Lazarsfeld concluded that the effects of the campaign were not
all powerful to the point where they completely persuaded
"helpless audiences", a claim that the Magic Bullet, Hypodermic
Needle Model, and Lasswell asserted. These new findings also
suggested that the public can select which messages affect and
don't affect them.
Media users are divided into three ; Gatekeepers, opinion
leaders and opinion followers.

Limited Effects
Paul Lazarsfeld, Bernard Berelson and Hazal Gaudet shifted the
view of the media from powerful to limited effects, this says
that media message has not very strong impact and its effects
depend upon the audience, how they take the message.
Media effects are limited because of individual differences,
psychology or perception, personality characteristics, age,
gender, class, status,, ethnicity, regional identity etc
This theory was presented in late 1940s
Cultivation Theory
This theory states that media cultivates the mind of the people
through heavy exposure to TV; people begin to view the world
similar to the Tv world. Cultivation theory (or cultivation
analysis) was introduced in the 1960's by the Hungarian-born
American professor George Gerbner as a means to examine the
influence of television on viewers (Gerbner, 1969).
Agenda setting theory
Agenda Setting Theory is the theory of strong media effects
which states that there are three agendas; media agenda,
public agenda and policy agenda. This suggests that with the
passage of time media agenda becomes the public agenda and
they are linked with one another. Agenda-setting theory was
formally developed by Max McCombs and Donald Shaw in a
study on the 1968 American presidential election.
Framing Theory
Framing theory is closely interlinked with the agenda setting
concept. Framing says that media focus attention on certain
issues and then place them within a specific field of meaning.
Mass Media creates the pictures of the world in our minds.
Framing is also termed as second level agenda setting theory.
The theory was first put forth by Goffman, under the title of
Frame Analysis. (1972)

Spiral of Silence Theory

It states that dissidents to media do not speak out, if they feel
that they are in minority and thus avoid the risk of rejection.
This encourages others to keep silent as they believe mist agree
with majority. The spiral of silence theory is a political science
and mass communication theory proposed by the German
political scientist Elisabeth Noelle-Neumann (1974)
Four Theories of the Press: The Authoritarian, Libertarian,
Social Responsibility, and Soviet Communist Concepts of What
the Press Should Be and Do
Authoritarian Theory
The press is an instrument to enhance ruler power. The
authorities have all the right to permit any media and control it
by providing license to the media. It states that it is necessary
to control the media to prevent the people from national
threats. It originated from the philosophy of Plato (407-327 BC)
Libertarian Theory
Libertarian theory states that people are good enough to judge
good ideas from bad, people are rational and their rational
thoughts lead them to find out what are good and what are
bad. The Libertarian theory is one of the “Normative theories of
press”. The theory which is originally came from libertarian
thoughts from 16th century.
Social Responsibility theory
Social Responsibility theory allows free press without
censorship but at the same time content of the press should be
discussed in public Panel and media should accept any
obligation from public interference or professional self-
regulations or both.This theory originated from
the libertarian conceptions in the 17th century. It is also one of
the normative theories.
Soviet Media Theory
This theory is imitative of Leninist principles based on Carl Marx
and Engel’s ideology. The government undertakes the total
media and communication to serve working classes and their
interest. Theory states that state have absolute power to
control any media for the benefits of the people. They put an
end to private ownership of the media.
Cognitive Dissonance Theory
Leon Festinger presented Cognitive dissonance theory, there is
tendency for individuals to seek consistency among their
cognitions (Beliefs and opinions). When there is inconsistency
between attitudes and behaviors ( dissonance) something must
be changed to eliminate the dissonance. It was presented in
1957/
Social Cognitive Theory (SCT) started as the Social Learning
Theory (SLT) in the 1960s by Albert Bandura. It developed into
the SCT in 1986 and posits that learning occurs in a social
context with a dynamic and reciprocal interaction of the
person, environment, and behavior.
Social Cognitive Theory (SCT) describes the influence of
individual experiences, the actions of others, and
environmental factors on individual health behaviors. SCT
provides opportunities for social support through instilling
expectations, self-efficacy, and using observational learning and
other reinforcements to achieve behavior change.
Key components of the SCT related to individual behavior
change include:
 Self-efficacy: The belief that an individual has control over and is
able to execute a behavior.
  Behavioral capability: Understanding and having the skill to perform
a behavior.
 Expectations: Determining the outcomes of behavior change.
 Expectancies: Assigning a value to the outcomes of behavior change.
 Self-control: Regulating and monitoring individual behavior.
 Observational learning: Watching and observing outcomes of others
performing or modeling the desired behavior.
 Reinforcements: Promoting incentives and rewards that encourage
behavior change.

Classical Rhetorical Theory

The origin of classical rhetoric theory can be traced back to
time of ancient scholars Plato, Aristotle and Socrates.It states
that public speaking renders an influence, therefore public
speaking gains an influence during ancient times.