Hypodermic Model (passive consumption)

Copied from Dr. McKinlay’s work:

– “Early theoretical work on the relationship (or effects) of media consumption are often traced back to Harold Lasswell, who developed the theoretical tool of ‘content analysis’ and in 1927 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’. “

– “As Martin Moore notes, Lasswell, as a behavioural scientist researching areas connected with political communication and propaganda, believed each government had ‘manipulated the mass media in order to justify its actions’ in World War 1.”

– “To illustrate his hypothesis, in 1948 he developed a linear model of communication, one 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.’