Hypodermic Theory - is the theory that states mass media had a direct impact on audiences in the 1940's/50's and contributed to a lot of behaviour change, e.g. TV, RADIO.
Active audience - Is an audience which seeks to increase knowlege on an issue, organization or cause rather than waiting to receive information.
Passive audience - Is an audience who does not interact with the media and waits for their injection of information, one who does not have control of the media influence on them.
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