Hypodermic model (passive consumption)

Harold Lasswell was the person behind the hypodermic needle theory, which was a model that breaks down the line of communication from point A to point B, in which the SENDER is transferring a MESSAGE, through a MEDIUM (eg Print, radio, TV, etc) that has a direct effect on the RECEIVER. 

 Two Step Flow of Communication (active consumption)

Paul Lazarfelt developed the Two Step Flow model of communication in 1948, 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. What is significant here is that this theory suggests that the audience are ACTIVE NOT PASSIVE, in that audience consumption is based on consideration of what others think not a PASSIVE process of unthinking.

Uses and Gratifications (active selection)