This model has been developed from the 'Hypodermic Needle' theory and sees the audience as active participants. It works by the mass media passing on a message to an 'opinion leader' who will then share that with their peers. An example of this would be watching a television show on the recommendation of a friend. The increase in the use of social media has opened up a whole new way of peer to peer sharing. Examples of this would be people sharing a link to a YouTube video on their Twitter profile which is then watched by their friends or someone sharing a status update on Facebook about what they are watching which also contains a hyperlink to the media text on websites such as Netflix.
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