Theories of Uniform Influences and Theories of Selective Influence

The theory of uniform influence, sometimes also called the magic bullet theory or hypodermic needle theory, suggests that while we are raised in different social situations andnorms, we are essentially the same in human nature. The theory goes to say that we therefore should the same emotions and outlooks when it comes to mediated messages. It then holds that the media will and can shape our outlooks and actions. The message is "shot" or "injected" to the viewer and then guides their actions. The main view of the theory is that viewers will not try escape or resist the message. They accept the message without investigation because the media is a valid source of information.

Example: The war of the worlds broadcast

The theories of selective influence contradict the theories of uniform effects. The theory suggests that every person is unique. It believes because of unique natures and beliefs that we will all respond to the media in different ways or not at all.

Theories of Selective Influences