Notes:

– Passive Consumption : The slow forceful change of growing a belief or idea into someones thought process and perspective through media techniques.

– The Hypodermic Model : The telling of someone to do something and they follow the ‘command’.

– Harold Lasswell : Wrote Propaganda Technique in the World War in 1948. His theory was ‘the brew of subtle poison, which industrious men injected into the veins of a staggering people until the smashing powers . . . knocked them into submission.’ Developed a linear model of communication.

– Lasswell’s Linear Model of Communication : Who (sender) > Says What (message) > Channel (medium) > To Whom (receiver) > With What Effect (Feedback)

– Two-Step Flow Model : The two-step flow model is the formation of opinions of products from the influence of opinion leaders.

– Active Consumption : This is an idea where the public engages with media communications.