This is a theory which suggests that mass media tells us directly what to think, proposing that audiences of media texts engage in a passive relationship.
According to this theory media texts have a direct, immediate and powerful effect on an audience. Media was said to of become a dangerous form of communication, with a influential pressure on viewers attitudes and behaviours. This puts the audience in a vulnerable and powerless situation, with no other source of information.
The 'Syringe' creates an emotive imagery emphasising the flow of the media message from the media source to receivers. Just like an injection into the human body, the participant has no control over the effects.
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