1. The story so far… effects models!
The main problem with these theories is that they assume the audience
is...
PASSIVE
• The hypodermic needle theory
+ =
• The narcotising dysfunction model =
• The inoculation model + + =

2. The story so far… effects models!
So what next?
“We must get away from the habit of thinking in terms of what the media do
to people and substitute for it the idea of what people do with the media.”
- Halloran 1970
• The hypodermic needle theory
+ =
• The narcotising dysfunction model =
• The inoculation model + + =

3. The story so far… effects models!
The opposite of an audience which is passive is one that can be
considered...
ACTIVE
• The hypodermic needle theory
+ =
• The narcotising dysfunction model =
• The inoculation model + + =