Idea that information is 'injected' into the brains of passive audiences
Assumes that everyone is the same - no individual differences
Media content forced on mass audience who are believed to decode messages uniformally
Criticisms
Theory is outdated
Theory does not consider the fact that the mass audience is made up of individuals from different cultural backgrounds, social statuses, occupations, etc.
Therefore not all audiences can be engaged or appealed to
Modern advances in technology mean that audiences can clarify pieces of information through a number of resources
This means that the mass audience is now almost independent of the mass media
6/10. You have briefly described each of the theories, but you need to add more detail. You also need to show how they each relate to your own work.
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