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Theory:
HypodermicNeedle Model
Theorists:
The theorywas developedinthe 1920’s and 1930’s and was one of the earliestwaysof
thinkingaboutthe mediaandhowitinfluencespeople andtheyobservedthe effectsof
propagandathisinworldwar 2.
What is the theory?
The theoryexplainshowthe massmediainfluencesalarge groupof people bydirectlyand
uniformlyinjectingthemwithappropriatemessages totell themhow toreactto a certain
image or text.Itsuggeststhatthe mediahaslotsof powerof theiraudience andtheycan
make themthinkandfeel a certainwayto workin theirfavouras theyare tryingto trigger
and desiredresponse. Withinthistheorytheyuse abulletandneedle graphtoshow how
the informationisreceivefromtheir audience.The bullettheory isawayof explainhow
the informationisreceivedbythe audience.Thismodel showsthatthe informationisfired
at the audience andinjectedwithmessage frommainstreammedia.
Thisshowsus that the audience are passive astheyallow forthe
mediatoinjectthemwiththeiropinionsanddonottry to stopit. The
publicare seenas a sittingsuckand theyendthinkingthatthere isno
informationthenthe one theyhave beentoldbelievingeverything
the mediasource says.
Does thistheory see the audience as active or passive?Whydo you think this?
The Hypodermicneedlemodel seetheiraudience aspassive asthe mediaisbelievedby
the audience withoutthemquestioningitandtheydo notapplyany thoughtuponthe
message.Beingapassive audience meansyougoalongwiththe message andwill follow
the crowd inwhat mostpeople believe andthink,youdonothave yourown opinionon
the message andwill justacceptwhat’shappening.Itisnotan active audience asthey
wouldchallenge the message beingspreadacrossanduse theirowninformationtoargue
againstit butas theiraudience donotthismakesthempassive.
What are the criticismsof this theory?
The theorystartedto become a concern as people startedto realise the publiccouldbe
influencedvery easilytochange theiropinionandattitude onwhat
theyhave takenin.The theorywas alsoprovedtofail by a studycalled
“The People Choice”.Theyresearchthe votingpatternandpolitical
behaviourof the audience duringthe time of the theory.The evidence
showedthe patternwasaffectedbythe mediabutwasmore affected
by interpersonal commination’s,showingthe audience made their
ownchoice more from theirownpersonal communicationsdisproving
the theory. Anothercriticismaboutthe theoryisthatit doesfitin
today’sworldandis outdatedasmost people are notinfluencedby
the mediaandhave theirownchoices.
Applythe theory:
An example of thistheoryisin1938, October 30th
OrsonWellesbroadcastedtheirradio
stationonthe eve of Halloweeninterruptingitwithnewsthatalienshadcome downto
earth.The theoryworkedas1 millionpeople outof 12 millionbelievedthe newsand
statedto panic. This wasknownas the “PanicBroadcast” and changedthe historyof radio.
Anotherexampleof peoplebelievingthe mediaisin1965 the BBC formeda April fools
prank onthe audience throughthe mediabyconductinganinterview andsaidtheyhad
perfected“smellovison”,were youcansmell yourwaythroughthe TV.A s a resultof this
lotsof viewerscalledinfromall overthe countrysayingthathad experiencedscentsfrom
the TV.

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Hypodermic needle model

  • 1. Theory: HypodermicNeedle Model Theorists: The theorywas developedinthe 1920’s and 1930’s and was one of the earliestwaysof thinkingaboutthe mediaandhowitinfluencespeople andtheyobservedthe effectsof propagandathisinworldwar 2. What is the theory? The theoryexplainshowthe massmediainfluencesalarge groupof people bydirectlyand uniformlyinjectingthemwithappropriatemessages totell themhow toreactto a certain image or text.Itsuggeststhatthe mediahaslotsof powerof theiraudience andtheycan make themthinkandfeel a certainwayto workin theirfavouras theyare tryingto trigger and desiredresponse. Withinthistheorytheyuse abulletandneedle graphtoshow how the informationisreceivefromtheir audience.The bullettheory isawayof explainhow the informationisreceivedbythe audience.Thismodel showsthatthe informationisfired at the audience andinjectedwithmessage frommainstreammedia. Thisshowsus that the audience are passive astheyallow forthe mediatoinjectthemwiththeiropinionsanddonottry to stopit. The publicare seenas a sittingsuckand theyendthinkingthatthere isno informationthenthe one theyhave beentoldbelievingeverything the mediasource says. Does thistheory see the audience as active or passive?Whydo you think this? The Hypodermicneedlemodel seetheiraudience aspassive asthe mediaisbelievedby the audience withoutthemquestioningitandtheydo notapplyany thoughtuponthe message.Beingapassive audience meansyougoalongwiththe message andwill follow the crowd inwhat mostpeople believe andthink,youdonothave yourown opinionon the message andwill justacceptwhat’shappening.Itisnotan active audience asthey wouldchallenge the message beingspreadacrossanduse theirowninformationtoargue againstit butas theiraudience donotthismakesthempassive. What are the criticismsof this theory? The theorystartedto become a concern as people startedto realise the publiccouldbe influencedvery easilytochange theiropinionandattitude onwhat theyhave takenin.The theorywas alsoprovedtofail by a studycalled “The People Choice”.Theyresearchthe votingpatternandpolitical behaviourof the audience duringthe time of the theory.The evidence showedthe patternwasaffectedbythe mediabutwasmore affected by interpersonal commination’s,showingthe audience made their ownchoice more from theirownpersonal communicationsdisproving the theory. Anothercriticismaboutthe theoryisthatit doesfitin today’sworldandis outdatedasmost people are notinfluencedby the mediaandhave theirownchoices. Applythe theory: An example of thistheoryisin1938, October 30th OrsonWellesbroadcastedtheirradio stationonthe eve of Halloweeninterruptingitwithnewsthatalienshadcome downto earth.The theoryworkedas1 millionpeople outof 12 millionbelievedthe newsand statedto panic. This wasknownas the “PanicBroadcast” and changedthe historyof radio. Anotherexampleof peoplebelievingthe mediaisin1965 the BBC formeda April fools prank onthe audience throughthe mediabyconductinganinterview andsaidtheyhad perfected“smellovison”,were youcansmell yourwaythroughthe TV.A s a resultof this
  • 2. lotsof viewerscalledinfromall overthe countrysayingthathad experiencedscentsfrom the TV.