Theories of Effects

Hypodermic Theory - Also known as the Magic Bullet Theory, is a 'strong effects' method of communication that had a direct, immediate and powerful effect on its audience. The theory suggests that media can influence a large group of people by 'injecting' messages intended to trigger a desired response. People end up believing what they are told as there is no other source of information. 

Inoculation Theory - Gradually providing information to the audience before the communication process takes place in hopes that the information would make the audience more resistant. This theory was proposed by William McGuire in 1961. We could use this theory in our film to gradually hint that the secondary character could be a figment of the imagination. This way, at the end, the audience is able to fit the clues together and understand what has happened, rather than being shocked and confused.

Moral Panics - When the media overreacts to aspects of behaviour which may challenge existing social norms. The media response to those types of behaviour helps to define it, communicate it, and portray it as a model for outsiders to adopt. Moral panic represented in the media fuels more of this behaviour in real life. A moral panic causes mass worry over a particular issue or event, such as whether mobile phones are harmful to health, or that young people are deviant, irresponsible delinquents out to cause trouble in society.

Catharsis - Justifying the large scale of violence shown in the media. Catharsis links to the idea that showing violence in the media provides an emotional outlet for people's negative emotions. Once the on-screen violence has ended presumably the audience's negative emotions have been purged and cleansed. It has been a technique used since the Greeks and can be seen in Tragedies from the time and Aristotle's teachings.


Uses and Gratifications - The study of why people use particular media, for example mobile phones and computers, and what effect this media use has on people. Some common reasons for media use are:

• satisfying curiosity and personal interest
• seeking advice on practical matters
• finding out relevant information about events and the surrounding world
• finding models of behaviour
• finding a basis for conversation and social interaction
• having a substitute for a real life companion
• passing time
• emotional release
• sexual arousal