The Hypodermic Syringe Theory
- 1920's
- Explains how mass media influences audiences
- 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- Theory is outdated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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