Audience Theories (The Hypodermic Needle Model)

In this model the media is seen as powerful and able to inject ideas into an audience who are seen as weak and passive. It suggests that a media text can inject ideas, values and attitudes into a passive audience who might then act upon them. This theory also suggests that a media text has only one message which the audience must pick up. The theory stems from a fear of mass media, and gives the media much more power than it can ever have in a democracy. Also it ignores the obvious fact that not everyone in an audience behaves in a same way.

What does the theory suggest?	Strengths?	Weaknesses?
The theory is injected in the audience like a syringe used to inject a drug into the body, and it directly injects a message into the minds of the audience.	The approach draws attention to the power that media producers have, and to the importance of the forms of media to which audiences have access.	The “injected” audience is seen as passive and powerless, however they have they are smart and create their own perceptions of the media. It also suggests that all people think the same way, however we are each individuals and have our own ways of thinking-creating our own perceptions.