Hypodermic Needle Theory
This Model suggests that audiences passively receive the information transmitted via a media text, without any attempt on their part to process or challenge the data.
The Two-Step Flow
This is where the information does not flow directly from the text into the minds of its Audience unmediated but is filtered through "opinion leaders" who then communicate it to their less active associates, over whom they have influence. This can be done via...
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