the hyperdermic needle thoery

1. In the mid 1930’s media scholars found the first theory on media effects
and media behaviours. The hypodermic need theory is also known as
the ‘Magic Bullet theory. The hypodermic needle theory suggests all
mass media has a direct, immediate and powerful response to its
audiences. It implies that any message given form the mas media is
received and accepted immediately.
It is said this theory was based from assumptions and observations at
that current time, and no actual findings were found to base this theory
around. At this current time in the 1930’s people were assumed to be
uniformally controlled by the mass media. As technology back then
was rare,eveything shown by the media was instantly portrayed as
being the truth. Radio and film were the only large recievers people
could acsess at this time,they were no televisons.Eveyone was receiving
the same message,no bod knew to question any different.

2. This theory was created and assumed around the time of the war. This is
because during the second world war media played a vital importance in
influencing the mind of people. For example during the Nazi war in Germany,
media was used nationally to brainwash those about Hitler.Propgranda was
everywhere, films and posters with the same positive Nazi message was
plastered everywhere for everyone to see. An important factor to remember is
at this time, Germany had no outside contact, overseas information was
capped from coming inwards so they only knew what they were being
told.Essientially,they were been brainwashed and forced to receive and
accept immediately the information they're been told. Exactly what the
hypodermic needle theory suggests. Here we can see how this theory would
be assumed, media audiences accept the message directly without any
rejection.
As I stated earlier the theory is based around human nature and not actual
findings. Few media scholars accepted the theory because of this. In 1938
Larzafeld & Herta Hazong tested the theory on a new broadcast ‘War of the
Worlds’ is caused nationwide panic amongst its audiecne.Confirmiring the
powerfulness the media really has.

3. This is the hypodermic needle
model, which is a draw illustration of
what the hypodermic needle theory
suggests. As you can see the mass
media gives out information which is
then received by opinion leaders,
which their followers immediately
accept.
The magic bullet theory suggests a bullet is fired form a ‘media gun’
straight into the viewers ‘head’ Berger 1995.This theory was largely
accepted at the time, it made sense.Croteau Hoynes said the media
injects information straight into a passive audience, the audience is
immediately effected by this information. And then consequently the
public cannot escape from the influence of the mass media.

4. The Hypodermic need theory in todays society is largely disregarded. In the
1930’s onwards this theory was largely relevant to that society and it applied
to that audience at the time. Now in 2014,things have changed hugely.
Media technology has evolved across the board worldwide. People can do
things nowadays what were considered impossible before. This is the reason as
to why this doesn’t stand true for todays society. Nowadays there's so many
different social media platforms to access that millions of information in given
world wide. Everyday people can enter there opinions online and others can
read it to be true when it fact it could be all lies. The mass media is a lot more
open these days, people access and express their pinions globally. Back then
there was only 2 forms of accessing information and the same message was
given to all. Nowadays this isnt the same, there are so many contrasting
information out there people have the free will to receive and accept
whatever information they wish to. The theory is still considered today however
there is so many new up to date theory's that completely blow this theory out
the water. The new theory's talk about how the audience use the media unlike
the hypodermic needle theory that talks about a simple way of how the
media effects the audeince.Theorists have come up with newer theory's that
are tailored to society today, they are appropriate to todays audience and
consider mass media from all different angles.

5. The Hypodermic needle theory although very outdated is still
considered amongst media theorys.There are lots of opposing
theory's such as The Agenda –setting theory by Maxwell
McCombs.Hiowever this theory still stands as a crediable
assumption of mass media of its time.
All in all this theory is still discussed and debated globally, while
new and contrasting theories keep coming up. All of these
theories are focusing on the effects of mass media on the
audience. In addition, the hypodermic needle theory helped
people understand the way in which mass media works. How
they effect our minds. And essentially how they can cause
instant emotion, and change lives.