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1. Theory: Hypodermic needle model
Theorists: Herta Herzog
What is the theory?
The Hypodermic needle model came about during the explosion of
media such as film and radio.
The Hypodermic needle model suggests that the audience will directly
receive the messages that the media put out. In other words, the
theory states that the audience will basically do as its told.
Does this theory see the audience as active or passive? Why do you
think this?
It tells us that the audience is passive, as it cannot apply its own
thought process to the information that it receives and will just blindly
accept any and all information given to it.
What are the criticisms of this theory?
The theory has been criticised as people can be influenced by the
media, can think for themselves and will not just blindly follow
whatever they told.
Apply the theory:
During the 1938 broadcast of War of the Worlds, there was
widespread panic all over America. The tension and anxiety that
the American people had prior to World War 2 led to mass panic
as a lot of people mistook the broadcast for a real warning.