Hypodermic model (passive consumption)

 Propaganda Technique in the World War which highlighted the brew of ‘subtle poison, which industrious men injected into the veins of a staggering people until the smashing powers . . . knocked them into submission’ 

Two Step Flow of Communication (active consumption)

At the same time Paul Lazarfeld recognised that a simple, linear model may not be sufficiently complex to understanding the relationship between message sent > message received. As such, in 1948 he developed the Two Step Flow model of communication, which took account of the way in which mediated messages are not directly injected into the audience, but while also subject to noise, error, feedback etc, they are also filtered through opinion leaders, those who interpret media messages first and then relay them back to a bigger audience.