The Hypodermic Needle model theory from the 1940s-1950s viewed audiences as passive and easily influenced by mass media such as propaganda, advertising, radio and television. It claimed media had a direct and powerful effect on audiences by "injecting" messages that would create a specific response, similar to how a hypodermic needle works. However, the theory was criticized and largely disproven as audiences were found to be more active and able to make rational judgments, leading to more sophisticated theories that recognized the complexity of media effects.

1. Theory: Hypodermic needle model
Theorists:
Harold Lasswell
What is the theory?
The Hypodermic needle theory implies that an audience will mindlessly do as they
are told. It states that mass media has a direct, immediate and powerful effect on
the audience. In the 1940’s and 50’s mass media was thought to be a powerful
influence on the change in behaviour. There were several factors that contributed
to the “strong effects” including the creation of persuasion industries like
propaganda and advertising, the rise in popularity of radio and television, the payne
fund studies and hitlers use of mass media to unite Germany under nazi leadership.
It is called the hypodermic syringe theory as it describes the way the theory was
supposed to work, messages were ‘injected’ into the viewer which were designed
to create a certain response. The imagery behind this is quite dramatic and shows
how it works.

2. Does this theory see the audience as active or passive? Why do you think this?
This theory sees the audience as passive as people consume without really thinking.
But historically in the 30’s it was assumed it was active because it was a new thing
and people paid a lot more attention to it
What are the criticisms of this theory?
The theory has been mostly disproved because as times changed people realized
that the audience have the ability to make rational judgements and more complex
theories that take this into account now exist, such as the two step of flow theory
and diffusion of innovations theory