Position 1: Audience weak, media strong.
- This position sees the media as having a strong, controlling influence over the audience.
- Media messages work like a drug. They are seen as ahving a direct and powerful effect on the audience's attitudes and behaviour.
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Position 2: Audience strong, media weak.
- This position sees the general public as consumers. We are free to choose and the media have to supply us with what we want or we will go elsewhere.
- We only believe what we want to believe and our attitudes come from sources other than the media such as our family, school etc.
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