Research

Hypodermic Model also known as the Effects Model.

Here the message in Media texts are injected into the audience by the powerful syrine -like techniques. The audience is powerless to resist.
Therefore, the media works like a drug and the audience is drugged, addicted, doped and duped.

Evidence for the Effexts Model

1. The Frankfurt School theorised in the 1920's and 30's that the mass media acted to restrict and control audience to the benefit to corporate capitalism and governments

2. The bob doll experiement

This is a very contraversial piece of research that apparently proved that children copy violent behaviour. The conclusion reached was that children will imitat violent behavior. There are many problems with the experiment.