The document discusses the Hypodermic Syringe Model theory of media effects, which posits that media texts can have short term influences on audience behavior by directly "injecting" ideas into viewers' minds (1). According to this theory, audiences absorb media messages without question and may mimic negative behaviors they see, like violence, or positive behaviors like heroism (2). However, the model has weaknesses as it does not account for individual differences in how people process and interpret media (3).

1. Media Effects Debates
The Hypodermic Syringe Model
– Short term effect theory
A popular belief that violent images in media texts could influence the
behaviour of some people exposed to them.
Initial research into the effects of media texts on audiences centred on the
hypodermic model.
According to this theory the audience receive an ‘injection’ of a media text.
This could be negative (e.g. a violent murder) or positive (e.g. a heroic act) and
the audience are stimulated in response.
• Can you think of any examples where the media has been directly linked to
something bad happening?
• Can you think of any examples where you have either copied something you
saw on TV/Film – or acted straight away on the strength of what you have
consumed?
• What are the weaknesses of this model?