The hypodermic needle model, or “magic bullet” theory, presupposes that consumers of these things are neutral, passive, and uncritical. For 10 points each:
[10e] Name these things. An early opponent of the hypodermic needle model, Marshall McLuhan called these things “the message” in an aphorism from his book on understanding these things.
ANSWER: media [or the medium; accept mass media]
[10m] The hypodermic needle model was refuted by a school of communication studies based at this university, where McLuhan spent decades as head of the Centre for Culture and Technology. Literary crtic Northrop Frye was influenced by McLuhan’s notion of figure and ground as part of that school based at this university.
ANSWER: University of Toronto [or U of T]
[10h] This other member of the Toronto school of communications presaged McLuhan’s “medium is the message” with the notion that media are inherently “biased” towards time or space in his The Bias of Communication.
ANSWER: Harold Innis
<JC, Social Science>