Hypodermic Needle Theory, also called bullet theory (bullet
theory). The reason, the contents of the rifle (likened to the message) directly regarding
goals without intermediaries. That is, the message sent will be direct
about the target believe the recipient of the message, like a live bullet
on target.
- Cultivation Theory, explains what perceptions are
awaken in the minds of the audience about society and culture deeply
determined by television. This means, through audience contact with
television, he learns about the world, its people, its value, and custom
habits. 3. Cultural Imperialism Theory, states that the Western countries
dominate the media around the world. The reason, the Western media has
powerful effect to influence and very impressive for the media
in a third world country, so they want to imitate that culture
emerged through the theory. In the perspective of this theory, when it occurs
the process of imitation of developing country media from developed countries, that's when
the destruction of indigenous cultures in third world countries. - Media Equation Theory, want to answer the problem why people
unconsciously and even automatically respond to what is
communicated media as if (the media were) human. This theory
noting that the media can also be talked to.
The media can
being the individual's interlocutor as in interpersonal communication
which involves two people in a face to face situation. - Spiral of Silence Theory, related to the question of
how public opinion is formed. This theory explains that
the answer to that question lies in a mutual process
influence between mass communication, interpersonal communication, and
the individual's perception of his own opinion in relation to
opinions of others in society. - Technological Determinism Theory, The basic idea of this theory is that
the changes that occur in various ways of communicating will
also form the existence of man himself. According to McLuhan
the impact of technology does not occur at the level of opinion or concept, but
changing the sense or perception ratio steadily and without
resistance. The most important impact of communication media is
that the media of communication affect the habits of perception and thinking
we. - Diffusion of Innovation Theory, it is said that the communicator
getting messages from the mass media is very powerful to influence
people. Thus, the innovation (discovery), then disseminated (diffusion) through the mass media will strongly influence the mass
to follow it. - Uses and Gratifications Theory, says that media users
play an active role to select and use the media.
In other words, media users are the active parties in the process
communication. This theory contradicts the bullet theory. - The Setting Theory agenda, the basic assumption is that if the media
putting pressure on an event, the media will affect
the audience to consider it important. So, what counts is important
for the media, it is also important for the community. Therefore, if
the mass media is paying attention to certain issues and ignoring the ones
others, will have an influence on public opinion. This assumption
comes from another assumption that mass media has a profound effect
strong, especially since this assumption is related to the learning process and
not with a change of attitude and opinion. - Media Critical Theory, critical theory and construct questions
provides an alternative way to interpret social law
mass media. Example that the media in general may even be
specifically confirms the status quo, when the status quo is below
pressure or unchangeable. The krirtis theory often provides
a complex explanation of the media's tendency to be
consistently doing that.