Professional Documents
Culture Documents
Mass media injects thoughts, values and beliefs into the audience which changes their views
and opinion and alter behaviour.
Suggests media is powerful and controlled
Assumes audiences are passive
Theory came from when military propaganda
Power of association is where a brand is associated with something cool making people
wants to buy the brand/ product e.g. red bull and cool sports performing.
Aspirational model is where people want to buy the product to be a better version of
themselves e.g. Levi jeans and super model.
Reception theory