This theory was developed in the 1920's and 1930's after researchers observed the effects of propaganda in WW1. This theory is a linear communication theory, which suggests that media messages are injected directly into the brains of a passive audience. It suggests that we are all the same and that we all respond to media in the same way. Although these studies are being criticised for lack of scientific research it was one of the first media theory's that was ever made.
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