Dark Persuasion
Hypodermic Needle Model
The hypodermic needle model is an early theoretical metaphor in communication research describing media influence as direct, immediate, powerful and uniform.
Mass Media
The Two-Step Flow Model of Communication
The two-step flow model of communication, formulated by Katz and Lazarsfeld (1955), proposes that the influence of mass media on the public is not direct, immediate, or uniform. Instead, media messages travel through a mediating social layer before they shape public understanding or behaviour.