Wednesday, 29 September 2010

Audience Theories

Hypodemic Syringe (Marxist Theory)

-Vance Packard.(1957)

The hidden persuaders. Media can directly inject messages to you.

  • Audiences are passive
  • homogenous
  • like blank pages

Theory was widely known in the 1950's. Academics viewed the media is a negative way.

Media is seen as a syringe that injects idea's and attitudes.

Audience seen as junkies.Powerless to resist.

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