By Kleanthis Sotiriou

1. HYPODERMIC NEEDLE
Kleanthis Sotiriou

2. 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.

3. 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

4. TWO STEP FLOW MODEL

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

6. 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)
 Hitler's Nazi party ( by the monopolization of the
mass media during WWII)

7. 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.

8. 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.

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

10. 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).

11. 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.

12. 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. Martin's 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