Passive models of audience People/audience are assumed to be part of mass socle People are transformed by technological/industrial changes Functionalist/transmission models of the audience: mass comm lecture 6.ppt#2. Linear model of communication process: Lasswell mass comm lecture 6.ppt#3. Linear model of communication process: Shannon and Weaver ◆ These are so- called"magic bullet”or hypodermic” theories Stimulus/response. action/reaction. cause/effectPassive models of audience  People/audience are assumed to be part of mass society  People are transformed by technological/industrial changes  Functionalist/transmission models of the audience: mass comm lecture 6.ppt#2. Linear model of communication process: Lasswell mass comm lecture 6.ppt#3. Linear model of communication process: Shannon and Weaver  These are so-called “magic bullet” or “hypodermic” theories  Stimulus/response, action/reaction, cause/effect