This implies that the mass media has a direct, imediate and powerful effect on the audience. Making the audince passive
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Why is this theory no longer seen to exist?
Everyone is media litterate, so always pick out the faults in the media. We no longer belive everything the media says
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How does the Hypodermic Needle Theory work?
Through the Two-step Flow Model
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What is the Two-step Flow Model
This is where the Mass Media provide a message/meaning of a text to the opinion leaders and they subsequently pass this onto the individual. Creating, sometimes, mass hysteria
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What is an example of where this has happened?
War of the Worlds broadcast 1938
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Other cards in this set
Card 2
Front
Why is this theory no longer seen to exist?
Back
Everyone is media litterate, so always pick out the faults in the media. We no longer belive everything the media says
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