Communication Model

1. Presented by:
Umer Ikram

2. The theory is a linear model of communication and talks about media’s
power on audience. The message, in this theory, is said to be like a
magic bullet which enters the minds of audience and injects a
particular message. The theory explains how media controls what the
audience views and listens to and the effects, which can be immediate
or later in future.
Presented by:
Harold Laswell
 Wrote book “Propaganda techniques during ww” in 1927
 This book has been Credited as the source Magic bullet
Theory

3. Basically this theory is based on
media’s direct, immediate, and
powerful effect on viewers. This
theory was derived in late 1930’s
and 40’s, historical events in that
era were the basis of ideas about
the power or influence of media
In world wars the media played a vital role between both
countries United states and Germany to made influence on
people’s mind. about U.S propaganda against German’s Nazi,
the United States also used its own Hollywood and produced
movies to portrait Germany as Evil force ,similarly Adolf Hitler
used the media to spread Nazi propaganda in Germany,
creating a unified force bent on conquering Europe , which
was accepted by the audience without any rejection.

4.  In this model the audience is passive and cant resist the
impact of the message. Magic Bullet audiences accept the
messages directly without any rejection.
 Media injects or inserts messages into the people’s brain as propaganda
and manipulation like that by a bullet or syringe.
• The major concept is that the audience is immediately affected
by the message and cannot escape of the media’s influence.
• Mass of people is made to think in a similar way by the media.
Example
 The Magic Bullet Theory has been proved in the past: “The
War of the Worlds” (a famous comic program) by insert a news
bulletin which made a widespread reaction and panic among
the American Mass audience.
https://www.youtube.com/watch?v=1jiJatY2JJU

5.  Several people died and many got hospitalized by
consuming excessive amount of salt water and
garcinia kola to prevent Ebola virus disease. This
followed a viral message on social media which
said that drinking or bathing with salt water could
prevent the spread of the Ebola virus (Vanguard,
August 8, 2014).
 During the Nigerian Presidential Election 2019
The fake news Regarding President Buhari’s
death and being cloned by a look alike from
Sudan, had put the Nigerian democracy in a
serious danger. (okon & ekpang II, 2021)

6.  Go Nawaz Go. (Even his Brother’s tongue got
slipped during public procession and many of
his own party leaders too chanted this slogan
unintentionally)
 TABDEELI AA NAHI RAHI .. Tabdeeli agae hai
 Covid-19

7. • The message flow is always from sender to receiver or top to bottom.
• The audience is passive, submissive and are easily influenced by the
message which might not be true every time. But the reactions of
people differ. Some people can be passive whereas some people
might not believe in media.
• The theory has been proved to fail by many studies like “The
People’s Choice” by Paul Lazarfeld and Herta Herzog in 1940. The
study showed that the pattern was affected by media in minimum
amount but was more affected by interpersonal communication.
Studies show that media has selective influence on mass.
• The theory is not taken as empirical (verifiable by observation or
experience rather than theory or pure logic).
 Some other theories which presented opposing postulations
against the bullet theory are the two-step flow theory, cognitive
dissonance (selective processes) and uses and gratification
theories.
CRITICISMS OF
HYPODERMIC
NEEDLE THEORY

8. Thank You.