This theory suggests the mass media can influence a large group of people by directly 'shooting' or 'injecting' them with an appropriate message designed to trigger a desired response.
The media injects its messages straight into the passive audience (Croteau, Hoynes 1997). This passive audience is immediately affected by these messages. The public essentially cannot escape from the media's influence, and is therefore considered a "sitting duck" (Croteau, Hoynes 1997).
No comments:
Post a Comment