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Theories of Mass Communication and designing media content

Hypodermic Needle Theory
The Hypodermic Needle Theory implied mass media had a direct, immediate and powerful effect on its audiences. The mass media in the 1940s and 1950s were perceived as a powerful influence on behavior change.Several factors contributed to this "strong effects" theory of communication, including:

•    the fast rise and popularization of radio and television
•    the emergence of the persuasion industries, such as advertising and propaganda
•    the Payne Fund studies of the 1930s, which focused on the impact of motion pictures on children, and
•    Hitler's monopolization of the mass media during WWII to unify the German public behind the Nazi party

Gatekeeping Theory
Gatekeeping is a theory of mass communication propounded by KurthLewin in 1943. The gatekeeping is the "process of culling and crafting countless bits of information into the limited number of messages that reach people everyday, and it is the center of the media's role in modern public life. This process determines not only which information is selected, but also what the content and nature of the messages, such as news, will be."

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