What term describes the view that media can have a direct, strong influence on audiences?

• A. Agenda-setting
• B. Two-step flow
• C. Hypodermic theory
• D. Uses and gratifications

Answer: (C)

Direct, strong influence of media on audiences is described by the hypodermic theory (also known as the magic bullet model). It treats audiences as passive receivers who absorb messages wholesale, so a single broadcast can instantly shape attitudes and behaviors across the population. This idea arose during early mass communication research when concerns about propaganda were high, though later work showed audiences can respond in more varied ways. By contrast, agenda-setting suggests media influence what topics people think about rather than what to think; two-step flow emphasizes that messages are filtered through opinion leaders; uses and gratifications argue that audiences actively select media to satisfy personal needs. So the term that best captures direct, strong influence is the hypodermic theory.