How did the Hypodermic Needle Theory impact Audience Theory?

The Hypodermic Needle theory was a popular school of thought in the 1940's and 1950's as television was becoming more popularised. The theory was concerned with the way in which media can inform and influence the public through television programmes and advertisements. It regarded the information given by the media as a syringe that inserted ideologies into the minds of it's audiences. Many scholars who believed this was a dangerous form of propaganda and stated audiences were passive in believing the messages omitted. However, whilst the hypodermic model gave an insight into understanding audience interaction with early television- it is now disregarded. Instead, modern scholars argue audiences are active in their consumption of media and are not passive consumers.