The hypodermic needle model suggests that audiences passively accept media messages without question. It views audiences as being "injected" with information from media like a hypodermic needle. The model implies audiences will instantly believe whatever they are told by media. It has since been criticized and disproven for assuming audiences are too powerless and have no independent thought against media influence.

1. Theory: hypodermic needle model
Theorists:
What is the theory?
The hypodermic needle model suggests the audience accept media messages instantly.
The terms actually come from referring that the audience are ‘injected’ with appropriate
information from a mass media product.
The theory implies the audience does not question the message given to them-the
audience will believe what is told to them.
It refers that mass media had a powerful impact on the viewing audience.
Does this theory see the audience as active or passive? Why do you think this?
This theory suggests the audience as passive. This is because the theory infers that the
audience don’t think about what the message put forward in the media, they instantly
accept. This theory explains that the people end up thinking what they are told so they are
only observing the information given to them. An active audience would do the opposite
and challenge the information given to them, unlike the suggested audience in hypodermic
needle theory.
What are the criticisms of this theory?
The criticisms of theory widely come from that is suggests the receiver is powerless so they
believe the information given to them, it explains that there is no more source of
information.
People have their own opinions and minds so it they are likely to think about the
information sent to them by the media, and not just accept what is told to them.
This theory has since been disproved as it was created in the 1940s/50s.
Apply the theory:
Personally, I feel like this theory doesn’t really apply to me. If the media does put out a
message that seems to be unbelievable ,I will challenge the information because I have my
own mind. However, If I trust a media outlet ,like the news, I am more likely to accept the
information given to me and not question it.
There is an idea that this theory ‘injects’ information into people heads. Say If saw
something in the media, like violence for instance, I won’t think it’s okay because I know
right from wrong.