Theories

Hypodermic Syringe Model:  is a model of communications suggesting that an intended message is directly received and wholly accepted by the receiver. The model is rooted in 1930s behaviorism and is largely considered obsolete today.

The Two Step Flow Model: is a theory based on a 1940's study on social influence that states that media effects are indirectly established through the personal influence of opinion leaders. The majority of people receive much of their information and are influenced by the media secondhand, through the personal influence of opinion leaders.

Uses and Gratifications Theory: is a popular approach to understanding mass communication. The theory places more focus on the consumer, or audience, instead of the actual message itself by asking what people do with media rather than what media does to people. It assumes that members of the audience are not passive but take an active role in interpreting and integrating media into their own lives. The theory also holds that audiences are responsible for choosing media to meet their needs. The approach suggests that people use the media to fulfill specific gratifications. This theory would then imply that the media compete against other information sources for viewers' gratification.