• Hypodermic model (passive consumption)- about changing behaviour
•  Harold Lasswell wrote 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’ believed each government had ‘manipulated the mass media in order to justify its actions’ in World War 1
• People can modify the behaviour by convincing/ persuading them and basically lying eg telling sister copper coins are worth more than silver

Two step model of communication

• adapted by Shannon and Weaver in 1949, as the Transmission model of Communication, which included other elements, such as NOISE, ERROR, ENCODING and FEEDBACK.
• model proposes a clear, linear (and perhaps unaltered) connection between message sent > message received
• McQuail, Blumler and Katz theoriesed personal needs and social needs
• individuals sought particular pleasures, uses and gratifications from individual media texts