Hypodermic Needle

This theory was thought up in the 1920s to 30s in Frankfurt, Germany.  It was in response to Propaganda posters which were influencing the public.  The theory said that the media is powerful and controlling and the audience is basically passive and allows ideas and beliefs to be injected into them.  Nowadays this is most relevant to advertising - eg. Red Bull with its sponsorship of extreme sports leading people to think that it is an aspirational brand.  Also the Levis Launderette advert in the 1980s with Nick Kamen which sold millions of jeans. This theory can be applied to music videos as was can sell as style through it.