The hyperdermic needle theory suggests that we are passive to the media. As the name suggests, the media and it's ideologies are simply injected into our brain like a needle.
The opposing theory to this is called the "Uses and gratifications" theory. It suggests that we are active to the media and that we use it for our own uses (EG conversation material) and gratifications (For fun and entertainment)
Syntagm- the completed product (such as a completed magazine or dvd cover)
