Hypodermic Needle
The effetcs of the audience form the media injects messages directing into the minds of the viewers/listners/readers,(powerless to resist the media impact over us )
Strengths-this approach draws attention for the power that media providers have.
Weaknesses-ths injected audeicne is seen as passive and powerless
Cultivation Thoery
As audiences watch more and more film and televison they gradually develop certain views about the world,some of which are false.
Hegemony-A theory of ideology as ideas ,beliefs and valuses,established by the dominat culture in society.
Draws attention to the fact that audiences gain alot of their knowledge about the world from the media and recognises the important role the media have in our lives.
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