Hypodermic Needle Theory:
The Hypodermic Needle Theory was the first originated theory that suggested mass media can effect society. Starting in the 1920s, the theory was based that all powerful media with uniform and direct can affects the viewer or audience. People accept the message they see without thinking or considering the merits. In that way, content is injected into the viewers brain which is directly penetrating the viewers mind, hence why it is named " The Hypodermic Needle".
The Article which discussed the testing of playing violent video games for just 20 minutes a day can encourage aggressive behaviour links to the Hypodermic Needle Theory. The french university suggested that young adults that constantly played the violent video games compared to the non violent were more likely to think that the world is more hostile and they react more aggressively. This puts the Hypodermic Needle theory to the test as the powerful violent video games have injected all of its violent media into the consumers head making them accept the message of violence being okay.
Another experiment that suggests this is the Bobo doll experiment, in this study the professor showed children a video of a model attacking and beating a doll with a hammer, they then sent those children into the same room along with the same doll and hammer and they all started to do the same. Although the kids that didn't watch the video did not commit to any form of violence what so ever.
Two Step Flow Model:
The two step flow model theory was first introduced in 1944, it focused on the decision making of a presidential election campaign. the researchers were surprised to discover that all of the informal, personal contacts were mentioned more than the exposure to radio and newspapers as sources of influence for the election.
The article of video maker YouTube sensation Jamal Edwards suggests that despite him being from a council estate and poor background he believed in himself and became a multi millionaire at the age of 23. He publishes music videos and other music related content of a mass amount. He has many subscribers and viewers that listen to all this music and take on all the the new trends and latest music. Other people will want to make music videos like him and other people will want to be on his channel which means that he is very dominant in the media industry. He is able to influence his viewers in the latest music and for who to listen to.
Other YouTubers that are very influential are:
One of the first Fifa/football vloggers in the UK to reach a mass audience. Also very comedic and entertaining with millions of subscribers and more than a billion total viewers. Very influential with his views and ideas on what he uploads.
Currently the highest paid and subscribed YouTuber to date. Very funny and active on YouTube and started his career by playing games. He still continues to do so but has now also expanded into real life vlogs.
Was once YouTubes top subscribed uploader and has had more than 1.9billion viewers. He was also one of the very first people to upload short youtube sketches and comedies.
Currently the US's top independent music video directors that is based in Chicago/Atlanta, very influential as the type of music he directs can be similar but always changing which can affect and change his viewers music type. His style of videography and editing has also managed to influence many other videographers and directors too.
Recently made one of the most influential tech reviewers due to the hit of his iPhone 6 Plus bend test videos, he shocked and scared the world about this problem on one of the most highly anticipated smart phones and has also reviewed many other technology.
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