Missed lecture - own research
Hegemony - Small groups of people exerting influence over much larger groups of people (not by force). The illusion of choice.
Hypodermic Model - people directly copy something which is seem (it gets injected into them as an appropriate way to behave)
An example of this that was used in discussion was the Tango ad, which evolved into 'happy slapping'
Inoculation Model - Not just one dose (view) will work, repeated exposure is need to embed the message firmly in the viewer.
Desensitisation?
Hidden Messages.
In order to fully understand these - here are some further links I have looked at.
http://people.bath.ac.uk/hssbpn/theories%20of%20media.htm
http://www.mtholyoke.edu/acad/intrel/milner.htm
http://www.theory.org.uk/ctr-eff.htm
http://www.investopedia.com/terms/h/hierarchy-of-effects-theory.asp#axzz1ovjw1S8P
"Purchasing choices are made out of a need, we need to replace need with desire'
'We live in a society that values & promotes individuality, yet demands conformity'
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