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The growth of media as an industry has accelerated over the past few years with new forms such as DVD and the Internet changing the way we consume and receive media. This has caused some media theorists to call into question the influence that the media has over our attitudes and beliefs.
The hypodermic needle model is a theory that has been held by media theorists since the early 19th century and suggests that the media can be seen as an 'intravenous injection' of message. In other words, any message conveyed by the media is willingly and unquestioningly accepted for its preferred reading by the audience...
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