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Interactive media are an instance of a computational method influenced by the sciences of cybernetics, autopoiesis and system theories, and challenging notions of reason and cognition, perception and memory, emotions and affection. Any form of interface between the end user / audience and the medium may be considered interactive.
However, with interactive media, the interdependence was reciprocal, meaning both users influenced each other. This is due to the fact that interactive media have high network effect, [21] wherein the value and utility of a good or service increases the more users it has. Thus, the increase of adopters and quickness to reach critical mass can ...
In social theory, framing is a schema of interpretation, a collection of anecdotes and stereotypes, that individuals rely on to understand and respond to events. [2] In other words, people build a series of mental "filters" through biological and cultural influences. They then use these filters to make sense of the world.
Hypodermic needle model. The hypodermic needle model (known as the hypodermic-syringe model, transmission-belt model, or magic bullet theory) is claimed to have been a model of communication in which media consumers were "uniformly controlled by their biologically based 'instincts' and that they react more or less uniformly to whatever 'stimuli ...
Uses and gratifications theory. Uses and gratifications theory is a communication theory that describes the reasons and means by which people seek out media to meet specific needs. [1][2][3][4][5] The theory postulates that media is a highly available product, that audiences are the consumers of the product, and that audiences choose media to ...
A blank tetrad diagram. Marshall McLuhan's tetrad of media effects [1] uses a tetrad - a four-part construct - to examine the effects on society of any technology/medium (that is, a means of explaining the social processes underlying the adoption of a technology/medium) by dividing its effects into four categories and displaying them simultaneously.
Media dependency theory states two specific conditions under which people's media needs, and consequently people's dependency on media and the potential for media effects, are heightened. The first condition of heightened media needs occurs when the number of media and centrality of media functions in a society are high.
The influences of mass media (or 'media effects') are observed in various aspects of human life, from voting behaviors [ 2 ] to perceptions of violence, [ 3 ][ 4 ] from evaluations of scientists [ 5 ] to our understanding of others' opinions. [ 6 ] The overall influence of mass media has changed drastically over the years, and will continue to ...