Audience Theories- Hypodermic Needle Model.

It was the first attempt to explain how mass audiences might react to mass media in the 1920's.
This model suggests that audiences are passive and passively recieve the information without any attempt to process or challenge the data.

Governments discovered the power of advertising produced a propoganda to try and sway people to a different way of thinking. The experience, intelligence, and opinion of an individual are irrelevant. This theory also suggests that as an audience we are manipulated by the creators of the mediaand that the audiences thinking will be easily changed by media producers. The theory also suggests the the audience are passive and belong to the same group, (heterogenous).