The hypodermic syringe model says that the media injects its message into the mind of the audience in the same way as drugs are directly injected into the body., The hypodermic syringe model that the audience passively accepts the messages injected into them by the media., Critics of the hypodermic syringe model think it treats people as passive and very easily led., Critics of the hypodermic syringe model point out that not all audience members react in the same way to the same piece of media., The two-step flow model argues that the media influences people, but not everyone is influenced directly., Two-step flow model: The first step is the media message reaching an audience., Two-step flow model: The second step is how the audience understanding of the message is shaped by social interaction with other audience members., Katz and Lazarsfield (1955) argued that there were key individuals in each community whose reaction influences others., Hobson (1990) studied an office environment and found that a few key individuals influenced what the others watched on , a few key individuals influenced what the others watched on TV and their reactions to the programmes.,

The hypodermic syringe model/the two-step flow model

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