1. Theory: Hypodermic needle model
Theorists:
What is the theory?
The hypodermic needle model theory I the idea that media messages are directly
delivered and accepted by the audience. It suggests that the audience will believe
anything what the audience will tell them. It also suggests the public will do
anything hat the media tells them to do. What this theory is saying is he
hypodermic needle model suggests that media messages are injected straight into a
passive audience, which is immediately influenced by the message. They accept the
message in the piece of media. This theory was brought about in post world war 2
and was very popular when propaganda was about. It’s a 1954 belief. It has a
passive audience and it caused great concern over television and radio. An
example of this theory is the War of the world’s scenario in 1938. The media
broadcasted the H.G.Wells novel and the public believed what they heard and
thought that they were going to get invaded by aliens. This is a prime example of
the public gaining information from the public and believing what they hear. To
thinking that it is real.
Does this theory see the audience as active or passive? Why do you think this?
This theory sees the audience as passive. I think this is because they expect the audience to
accept what is put to them and what they are told without them questioning if it’s wrong
and creating a fuss about it. It’s a lot harder in our society for people to not create a fuss as
we have the internet, which generate many opinions and many answers. Its also passive as
people believe what they hear and the audience to this theory is very naive and vulnerable
What are the criticisms of this theory?
In our society this theory has a lot of criticisms. Theorists believe people in our society have
their own opinions on things and are a lot more independent. Due to the internet people
are able to access the internet and find out different stories and different approaches to
the media. The truth can be found out a lot quicker and a lot clearer due to social
networking sites such as twitter. Things can be leaked and there’s not a lot of privacy for
the government. People are a lot more aware and have questions/have opinionns on
issues.