Media effects — hypodermic syringe model
Early media effects theory suggesting media messages are directly injected into audiences' minds, making passive audience members adopt media messages as attitudes/behaviours.
Real World
Following the 1999 Columbine High School shooting, US politicians and tabloids blamed violent video games and films like 'The Matrix' for directly causing the killers' behaviour — a classic application of hypodermic syringe thinking that ignored complex social factors.
Exam Focus
Always evaluate the hypodermic model by referencing audience research (Katz, Blumler) that demonstrates active interpretation rather than passive absorption.
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