The hypodermic needle theory, developed in the 1930s, posits that media has a direct and powerful influence on human behavior and society, acting as a 'magic bullet' that injects messages into the audience's mind. It played a significant role during World War II in shaping public perception, notably through propaganda against Nazi Germany. Examples in contemporary Pakistan illustrate this theory, such as the 'go nawaz go' campaign, highlighting media's immediate and profound impact on political and social behavior.

1. Hypodermic needle theory.
1930”s era
In mid of 1930”s era the media scholar were assumed the concept of
magic bullet or hypodermic theory which is based on media direct influence
on human behavior and society
MAGIC BULLET THEORY

2. CONCEPT & HISTORY:
MAGIC BULLET OR HYPODERMIC NEEDLE THEORY
• Basically the concept of this theory is based on media’s direct, immediate, and powerful
effect on viewers. This theory were derived in late 1930’s era were mass media Is very
strongly make its impacts on audience. In second world war the media play a vital role
between both countries and also make a propaganda setting about U.S propaganda
against German's Hitler Nazi they used there film industry and made a influence on
people’s mind against Hitler rather than Hitler also used his film industry against U.S.
• The media (magic gun) fired the message directly into audience head. The message
cause the instant reaction from the audience mind without any hesitation is called “Magic
Bullet Theory”.

3. MAGIC BULLET THEORY’S IMPACT ON PAKISTANI
MEDIA AND SOCIETY
• Recent example of magic bullet theory is current Pakistani political trend like most popular
“GO NAWAZ GO” policy politician said on TV write go Nawaz go every where like walls,
bills specially on currency etc. and people started write it every where .

4. GO NAWAZ GO POLICY.

5. RELIGIOUS CHANNELS ALSO PROMOTE (CULT)
(MASLAK) NOT ISLAM.

6. PTI'S ELECTION CAMPAIGN THROUGH MEDIA
AND TURN OUT OF VOTERS IN GENERAL
ELECTIONS 2013.

7. CONCLUSION.
• after these examples Its proved that mass media has play a role of magic gun which fired
content through its different medium and these contents are inject in human brain as a
magic bullet. And its also proves that media has a immediate, direct, and power full
attack on its audience.it doesn't matter that the effect is positive or negative.

8. Thank you
Compiled by
Yumna Akhtar.
M.A(P)