The theory suggests that mass media could influence a very large group of people directly by 'injecting' them with appropriate messages designed to trigger a desired response. The hypodermic needle model suggest that media messages are injected into a passive audience. They express the view that the media is a dangerous means of communicating an idea to the receiver or audience is powerless to resist the impact of the message. There is no escape from the effect of the message in these models. The population is seen as a 'sitting duck' people end up thinking what they are told because there is no other source of information.
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