Hypodermic Needle Theory
Theory that media messages are
injected directly into the brain of the passive audience and that everyone
responds to media messages in the same way.
Mass
vs. Niche
Mass
targets larger audience and have a higher budget to prove a film that will
accommodate all audiences, whereas niche targets more specific audiences with a
lower budget.
Two
Step Flow
Says that most people from their opinions under the influence
of opinion leaders, who in turn are influenced by the mass media. So according
to this model, ideas flow from mass media to opinion leaders, and from them to
a wider population .
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