Hypodermic Needle Theory
2/17/2013
Audience Theory: Focus = An intended message is directly received and wholly accepted by the receiver The phrasing "hypodermic needle" is meant to give a mental image of the direct, strategic, and planned infusion of a message into an individual.
Audiences are passive and absorb what they see in the media and can be influenced.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 text. This theory suggests that, as an audience, we are manipulated by the creators of media text, and that our behaviour and thinking might be easily changed by media-makers. It assumes that the audience are passive and heterogeneous. Comments are closed.
|
Blogs
October 2016
<<--
A very basic introduction to media theories and theorists. Categories
All
|