Theoretical Models of Media

Theoretical models of media explain how media influences society, individuals, and communication. For example, the "hypodermic needle" model suggests that media messages directly and powerfully impact audiences like a injection. The "uses and gratifications" model views audiences as active, choosing media to meet their needs. The "agenda-setting" theory proposes that media don't tell us what to think, but what to think about by highlighting certain issues. These models help us understand the complex ways media shapes perceptions, behaviors, and social dynamics in our daily lives.