It talks about the media and effects. it explains how the western scholars tested the media effects and theorized the concepts

1. HYPODERMIC NEEDLE THEORY
Dr. J. JANARDHAN

2. EFFECTS
 Different things to different people
 Parents are concern about the amount of time spend their
children with mass media
 Mass Media effect on children’s behavior and attitudes
 Further, Effects are various types : Short-term
 Medium-term
 Long term
They may be deep or profound, transient/ superficial

3. THEORIES OF MEDIA EFFECTS
 Media and effects are characteristics of Social Science
 Several theories such as : Functional theories
Critical theories
F.Ts assume that media have a role and function in society
To stabilize, reinforce and maintain the consensus
CTs believed MM invariably employed by the dominant
class to propagate its ideology (Ex: STAR Network Channels)

4. EFFECTS THEORIES
 ‘Plug-in drug’-Marie Winn
 Media succeed only in reinforcing old attitudes, habits and
beliefs- Joseph Klapper
 Effects of violence in TV programmes on the behavior of
Children and adolescents
 Persuasion model of Comm. was the base for research
 The stimulus –response experiments carried out to measure
effects
 in labs using Pre-test and Post test

5. REINFORMCEMENT: LIMITED
EFFECTS THEORIES
 Joseph Klapper– media reinforce existing values and
attitudes
 Lazarsfeld and Merton- MM ‘Cannot be relied upon to
work for changes, even in minor changes’

6. MEDIA EFFECTS THEORIES
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7. HYPODERMIC NEEDLE THEORY
 Its also called as ‘Magic Bullet Theory’
 Proposed by Harold Lasswell in 1920
 It was discussed in the book ‘Propaganda Technique’
 The theory was used by Germany and US in WW-II
 It’s a linear model of communication
 Talks about media’s power on audience

8. HYPODERMIC NEEDLE THEORY
 The message is like a magic bullet
 It explains how media controls the audience views
 Berger, 1995 -Media’s ‘message is a bullet’ fired from the
‘media gun’ into the viewer’s head
 Mass is influenced directly and at the same time
 Messages injected can have the desired response
 Destruction the order and uniformity of society

9. HYPODERMIC NEEDLE THEORY
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10. CORE ASSUMPTIONS
 Humans are believed to act uniformly
 Media inject or inserts messages like a bullet
 Messages having their own intention and get desired
outcomes
 The effect is supposed to be strong, immediate and
dangerous
 Mass is made to think in media lines
 The audience is always vulnerable and passive

11. EVIDENCE
 In 1938, ‘Panic broadcast’ was happened in Radio drama
in New Jersey
 In 1940, The German leaders used movie industry to show
their power and unify the people
 The gender role concept has also been injected in every
person’s mind

12. CRITICISM
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13. CRITICISM
 * It’s a linear model of communication
 * The audience is passive and easily influenced by the
 messages
* Theory has been proved to fail by many studies like
“The People’s Choice”- recent US elections in 2016
 * The theory is not taken as empirical

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THANK YOU