Summary
- Hypodermic model
- Has a right and left wing approach
The Theory states-
- The audience being passive
- It promotes dominant ideologies
- Reinforces hegemony
- Frankfurt school---> propaganda
- Adorno : came up with Culture Industries > which tells us how the media dumb down
The Left wing –
- Althussar who came up with ISA
- Marcuse : “indoctrinate (teach us) & manipulate us”
- Marxist theory
- Burthes : myths
The Right Wing –
- High moral panic
- Try to censor, or reinforce censorship
- Feel kids are learning about sex
- Very traditional thinking
- Calls for control by moral majority: sex is harmful
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