Media and audience Hsm + 2 step flow model

• Media effects models they focus on how many things

  2
• Hypodermic syringe model acts like media is a syringe and that it injects media text messages into what 


  The 'veins' of media audience
• Audience in HSM are seen as

  unthinking passive receivers of media texts
• HSM audience are deemed to not be able to resist messages that are what

  injected in them
• As audience in HSM cannot resist message resisted in them media messages fill audience with what ideaology

  Dominant
• 2 step flow model is said to argue media does have a strong effect on media audience but

  they dont passively or directly react to media content
• Define opinion leaders


  They are respected members of social groups who get information form own views from media and selectively pass it on
• Limitation of 2 step flow model is that it says we may have opinion leaders where we listen to how they perceive the info they tell us and then we may agree or disagree however


  We may agree with some of it but not all of it as we have free will to decided what we agree and what we disagree on
• Why has a rise on new media give an limitation of 2 step flow model 


  We may have access to apps websites where our current opinion leader isnt on and may find new opinion leaders getting more info and new info from different and new people and 2 step flow doesnt acknowledge that