This theory suggests that the consumption of media texts has a direct influence and effect on the audience.
It is normally considered a negative effect, this is because the audience is passive and powerless to prevent the influence.
The power lies with the message of the text.
This is also called the Hypodermic needle model.
This is because the messages are "injected" into the audience by the powerful "syringe-like" media.
The audience is powerless to resist.
The media works like a drug to "dope" to audience and to make them "drugged and addicted."
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