- Assumes that the audience is passive
- Hypodermic needle model... to Inject the passive audience with ideologies.
- Promotes dominant ideologies
- Frankfurt School (propaganda)... concerned with the impact of the rise of the media industries on society
- Adorno ...Culture industry (dumbing the audience down)
- Althuser...Power of the state (ISA)
- Marcuse... 'indoctrinating & manipulating'
- Barthes... 'myths' (cultre)
- Moral panic -> Censorship as the moral majority seeing horror music and rap music as harmful
- Cultivation Theory... Audience is becoming desensitised
- Two Step Flow theory...assumes that the audience is more active and will discuss texts with each other
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