Wednesday, 13 January 2016

Audience Theory (Katz and Lazerfeld)

The "hypodermic needle" theory implies that media texts have a direct and powerful effect on its audience and can have a huge effect on the behaviour and communication of the them. This effect has also been likened to a bullet as the effects are immediate. Katz and Lazerfeld suggest that media has the power to "brainwash" huge populations.



Example of theory

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