Hypothermic Needle Theory/Bandura

Hypothermic Needle Theory
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A theory based on the old style of media transition.
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The Hypodermic Needle Model suggests that the information from a text passes into the mass consciousness of the audience unmediated, for example, the experience and opinion of an individual are not relevant to the reception of the text.
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This theory suggests that we are manipulated by the creators of the media texts, and that our behaviour and thinking might be easily changed by media-makers. It assumes that the audiences are passive. This theory is used to explain why certain groups in society should not be exposed to certain media texts (eg. children to violent films - Jamie Bulgur Case)
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Bandura - The media can influence people directly.
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