The hypodermic needle model of communication, also known as the magic bullet theory, suggests that media messages have a direct and uniform effect on passive audiences similar to injecting a hypodermic needle (i.e. direct injection). This model from the 1930s views audiences as directly influenced by media messages without personal interpretation. However, Katz and Lazarsfeld's two-step flow of communication model from 1955 found that media messages are often interpreted by opinion leaders in social groups before reaching others, challenging the notion of direct media effects.

1. Hypodermic Needle model
By Bethany warner

2. HYPODERMIC NEEDLE THEORY
• Also known 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
behaviorism and is concerned by many to be
no longer exist.

3. • KATZ AND LAZARFELD Phrasing
The
Hypodermic Needle is by giving the image of
direct effect (embolism) messages into
individuals.

5. Two step flow model
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.

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