The hypodermic model
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The document discusses the "hypodermic needle" or "magic bullet" theory of media effects. This theory posits that the media has powerful effects on passive audiences, and can directly "inject" ideas and influence attitudes and behaviors. However, the document notes this theory is now considered outdated and unreliable, as it ignores that audiences are sophisticated and will disagree with or interpret media messages differently. Modern research has since disproven the notion that audiences are entirely passive and can be manipulated against their will by media messages.
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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.Audience
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- 2. In this model the media is seen as powerful and able t inject ideas into an audience who are seen as weak and passive. It was thought that a mass audience could be influenced by the same message. According to Katz and Lazafeld, the model is rooted in the 1930s behaviourism and is concerned by many to no linger exist.
- 3. This model appeared to be the case in Nazi Germany in the 1930s leading up to the second world war. Powerful German films such as Triumph of the Will seemed to use propaganda methods to inject ideas to promote the Nazi cause into the German audience. It suggests that a media text can inject values and attitudes into a passive audience who might then act upon them . This theory also suggests that a media text only has one message.
- 4. In 1957 an American theorist called Vance Packard working in advertising wrote an influential book called The Hidden Persuaders. It suggested that advertisers were able to manipulate audiences, and persuade things they may not want to buy. This suggested advertisers had power over audiences. This has since proved to be an unreliable model, as modern audiences are too sophisticated.
- 5. This theory stems from a fear of the mass media, and gives the media much more power than it can ever have in democracy. Also it ignores the obvious face that not everyone in an audience behaves in the same way. How can an audience be passive audiences disagree with things on television or not laughed at a so called comedy, or thought x-factor was awful.