Audience theories

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Last updated 9:21 AM on 5/7/26
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4 Terms

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Hypodermic needle theory

Harold Lasswell

The idea that media messages are injected into a passive audience. Good for arguing that media is powerful but ignores audience interpretation

2
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Copycat theory

Albert Bandura

The idea that audiences imitate what they see

3
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Cultivation theory

George Gerbner

Long term exposure to media shapes world view. Strong for long term media consumption arguments.

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False consciousness

Karl Marx

Idea that media reinforces dominant ideology and keeps the audience passive