hypodermic needle theory / bandura
- the hypodermic needle model suggests that the information from a text passes into the mass consciousness of the audience unmediated, i.e. the experience, intelligence and opinion of an individual are not relevant to the reception of the tex.
- this theory suggests that, we are manipulated by the creators of media texts, and that our behaviour and thinking might be easily changed by media-makers. it assumes that the audience are passive. this theory is used to explain why certain groups in society should not be exposed to certain media texts.
- bandura- the media can influence people directly
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