Hypodermic needle theory

HYPODERMIC NEEDLEKleanthis Sotiriou

HYPODERMIC NEEDLE THEORY Alsoknown as hypodermic -syringe model of communications and referred to as the magic bullet. According to Katz and Lazarfeld (1955), the model is rooted in 1930s behaviourism and is concerned by many to be no longer exist.

KATZ AND LAZARFELD The Phrasing Hypodermic Needle is by giving the image of direct effect (embolism) messages into individuals. Two Step Flow Model (Conceptual Model ) Slide No :4

TWO STEP FLOW MODEL

BULLET THEORY VS HYPODERMIC NEEDLE The message is a bullet, fired from the "media gun" into the viewers "head". The hypodermic needle model suggests that media messages are injected straight into a passive audience which is immediately influenced by the message.

FACTORS WHICH CONTRIBUTE : Speedy increase of popularized media (Radio and Television). Industries Persuasion by (Advertising and Manipulation of Public opinion) Impact of motion pictures on children (Payne Fund studies 1930s) Hitlers Nazi party ( by the monopolization of the mass media during WWII)

EXPLAINING THE TWO STEP FLOW On the previews diagram (see slide no : 4 )indicates the two step flow. The mass media could influence a very large group of people directly and uniformly by ‘shooting’ or ‘injecting’ them with appropriate messages designed to trigger a desired response.

EXPLAINING THE TWO STEP FLOW Source Message Mass Media  Opinion Leaders  Public The arrow () symbolize the direction of the flow. In both diagrams also see Slide no: 4 and the image above there is a direction flow form the sender to the receiver.

LASSWELL FORMULA Says what?In what channel?To Who? whom? With what effect? The arrow () symbolize the direction of the flow.

FORMULA’S BASIC IDEAS Lasswell was primarily concerned with mass communication and the manipulation of the public opinion. The basic idea of his formula is to show us the direction which we should follow each time in all kinds of research.(control analysis, effects research and so on).

CONCLUSION The signals which are broadcasted from the Media are equal to each recipient. The Effect level differs because each of us response(react) back with different way. A similar theory that it has to be examined by having a full scale idea of these kinds of effectiveness is the rationalization theory in order to understand the previews theories. I believe that is more effective if you catch the audience unprepared.

REFERENCES Lazarsfeld, P.F., Berelson, B. & Gaudet, H. (1968). The people’s choice: How the voter makes up his mind in a presidential campaign. New York: Columbia University Press. Croteau, David and William Hoynes Media/Society -- Industries, Images and Audiences London: Pine Forge Press, 1997. DeFleur, Melvin L. Theories of Mass Communication New York: Longman Inc., 1989 Lowery, Shearon and Melvin L. DeFleur Milestones in Mass Communication Research: Media Effects New York: Longman Inc., 1983. Severin, Werner J. and James W. Tankard, Jr. Communication Theories -- Origins, Methods and Uses New York: Hastings House, 1979. Watson, James and Anne Hill A Dictionary of Communication and Media Studies New York: St. Martins Press, Inc., 1997 Katz, E., & Lazarsfeld, P. (1955), Personal Influence, New York: The Free Press. http://www.scribd.com/doc/59728312/The-Lasswell-Formula/access 28.10.11 http://www.utwente.nl/cw/theorieenoverzicht/Theory%20clusters/Mass%20Media/Hypode rmic_Needle_Theory.doc/access 30.10.2011 http://knowfourthestate.wordpress.com/2009/02/20/laswell%E2%80%99s-theory-of- communication/access 31.10.2011 http://philipatawura.wordpress.com/2010/03/21/the-effects-of-the-hypodermic-needle- theory-of-the-media/access 31.10.2011

Hypodermic needle theory

by Kleanthis Sotiriou

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