Hypodermic Needle Theory/Bandura
The hypodermic needle theory model suggests that the 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 we are manipulated by the creators of media texts, and that our behaviour and thinking might be easily changed by media makers. It assumes that the audience are passive. This theory is used to explain why certain groups in society should not be exposed to certain media texts (e.g. children to violent films - Jamie Bulger Case).
Bandura - The media can influence people directly.
No comments:
Post a Comment