Theories

Hypodermic Needle Theory
Basically, this theory injects an idea into the audience's head and the audience reacts to it. Also known as hypodermic syringe model of communication and referred to as the magic bullet. According to Katz and Lazarfeld (1955), the model is rooted in 1930s behaviourism and is concerned by many to no longer exist. The phrasing Hypodermic Needle is by giving the image of direct effect messages into individuals. This theory suggests that media messages are injected straight into a passive audience which is immediately influenced by the message. The mass media could influence a very large group of people directly and uniformly by 'injecting' them with appropriate messages designed to trigger a desired response. The signals which are broadcasted from the Media are equal to each recipient. The effect level differs because each of us react differently. 

 Inoculation Theory 
Inoculation theory states that to prevent persuasion it is necessary to strengthen preexisting attitudes, beliefs, or opinions. First, the receiver must be made aware of the potential vulnerability of an existing position (e.g., attitude, belief). This establishes threat and initiates defenses to future attacks. The idea is that when a weak argument is presented in the inoculation message, processes of refutation or other means of protection will prepare for stronger arguments later. It is critical that the attack is strong enough to keep the receiver defensive, but weak enough to not actually change those preexisting ideas. This will hopefully make the receiver actively defensive and allow them to create arguments in favor of their preexisting thoughts. The more active the receiver becomes in his or her defense the more it will strengthen their own attitudes, beliefs, or opinions (McGuire, 1964). 

Moral Panics 
Theorist Stanley Cohen suggested in his book Folk Devils and Moral Panics, 1972, that a moral panic occurs when a "condition, episode, person or group of persons emerges to become defined as a threat to societal values and interests." The media, according to Stanley Cohen, play a massive role in enforcing moral panic - been if it just simply reporting the news. According to Cohen, the media overreact to an aspect of behaviour actually helps to define it, communicate it and portrays it as a model for outsiders to observe and adopt. So the moral panic by society represented in the media fuels further socially unacceptable behaviour. A moral panic sends society in to mass hysteria over a particular issue or event that occurs. The public believe that whatever is reported upon is occurring everywhere. Example: Kidulthood portrays young people as deviants. They are irresponsible, lead hedonistic lifestyles and appear to have no concept of the consequences of their actions. 

 Catharsis 
Catharsis, a term in dramatic art describes the effect of tragedy on the audience. They have been for political or aesthetic reasons, deliberate attempts made to subvert the effect of catharsis in theatre. Catharsis means purification, correction or refinement. It has been suggested that our pity and fear are 'purified' in the theatre by becoming disinterested. A Catharsis is an emotional discharge through which one can achieve a state of moral or spiritual renewal or achieve a state of liberation from anxiety and stress. Catharsis is a Greek word and it means cleansing. In literature it is used for the cleansing of emotions of the characters. It can also be any other radical change that leads to emotional rejuvenation of a person. Uses & Gratifications The Uses and Gratifications theory states what people do with media not what media does with people. The audience plays an active role in choosing and using media in their daily lives. (Blumler & Katz 1974) The four main reasons why people use media is: information, personal identity, integration & social interaction, entertainment. 

 Richard Dyer 
Richard Dyer's star theory can be split into three areas: the star as construction, commodity or ideology. He also proposed the 'paradox of the star'. The Star as Construction Richard Dyer states that the star is a construction and not a real person. This star is constructed through music videos, magazines, advertising etc. For example Miley Cyrus has become famous for her twerking and riding on a wrecking ball naked. However, she wouldn't do any of this in the privacy of her own home meaning that the person Miley Cyrus and the star are two different people. The Star as Commodity Stars are produced to create a profit off of related merchandise such as shirts and posters. Record labels will create similar stars as they know certain patterns and trends will work to generate them money. This is why we get so many boybands who are very similar e.g: One Direction and The Wanted. 

The Star as Ideology 
 Stars will represent certain social groups and views and will therefore create certain ideologies. As a result fans of the star will often copy their style and share the same views as them. Many fans of Beyonce will share her view on women and how they are independent and shouldn't be controlled by men. 
Paradox of the Star Richard Dyer explains that there is a paradox of the 'star'. 
The paradox is as follows: the star must be both ordinary and extraordinary, the star must be both present and absent. Both Ordinary and Extraordinary This part of the theory means the star needs to be ordinary to allow the audience to relate to the star but posses an extraordinary talent or quality which will make them be idolised by the general public. For example, Adele is an ordinary woman from London who speaks and acts like most people, however she has an amazing voice which people will idolise. This allows her to be the star that she is. Both Present and Absent The second half of the theory explains that the star must be present in our lives whether it is through their merchandise, social media or involved chat between friends but also absent in the fact that they are not actually there or are out of reach. This is shown by Harry Styles, he is a key part to most teenage and young girls lives, they may have his poster but he is not obtainable to them allowing him to be present and absent at the same time.