The
hypodermic needle theory implied mass media had a direct, immediate and powerful effect on its audiences.
The
mass media in the 1940s and 1950s were perceived as a powerful influence on
behaviour change.
People
end up thinking what they are told because there is no other source of
information.
The
media is a dangerous means of communicating an idea because the audience is
powerless to resist the impact of the message.
The
effects of the broadcast suggested that the media could manipulate a passive
and gullible public, leading theorists to believe this was one of the primary
ways media authors shaped audience perception.
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