This is a model of communication that shows how the media has a upperhand on the society and also known as the magic bullet indicating messages from the media from the bullet to the society immediately.It was devloped by the frankfurt school of thought which seek to understand the reaction of the soceity as Harrod Lasswell did not thought of the society reaction and intended to use the media as a propaganda tool.
It also contribute to the change to individual's feelings,atttitudes,beliefs,moral values, perceptions about certain things which they seems to pass it on to their generartion as the society do not sit to understand messages sent to them or the authentic nature of the news.This is due to the fact that the media donot segment it's target audience and the nright way to address them in some cases.
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