... from sociologists. A number of counter models have been used both as rivals and direct criticisms of the hypodermic syringe model. One major criticism levelled against the hypodermic syringe model is that of the pick up time of the audience. There is another widely known conflict theory called the Cultural Effects model. The model was put forward by a different group of Marxists who realised that the hypodermic syringe model was being heavily criticised and sought to address some of these criticisms through the new model. This model is still reliant upon the general passiveness of the audience and still views the audience as a single sociological group. This model though crucially argues that any change in perception, ideas or norms and values is the due to the gradual digestion by the audience of these biased and bourgeoise messages. Functionalists have argued that we as a society we are too intelligent ...

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