The Hypodermic Needle Theory was brought about in the
1930s and for a very long time stayed very valid within the media world. The
theory itself suggests that mass media could have a very direct influence on an
audience uniformly by ‘injecting’ them with a message to trigger the desired response.
This theory shows that the audience is relatively powerless or does not resist
against whatever message they are being fed. In other words it calls the audience
passive and accepting of anything the media says. It also expressed that the
media is a very dangerous means of communication.
This theory plays on human behavior in such a way that
humans are all supposed to react uniformly to stimuli. The audience thought the
media is a source of accurate information due to which they accepted all the
information they were given. This information was usually tailored strategically
to what the audience would want to hear thus adding to their acceptance of it.
This theory was tested out in the 1930s by Orson Wells
when they broadcasted a fake news bulletin over the radio. The broadcast was
aired between the radio program ‘War of the Worlds’ and it said that aliens had
invaded a city called Grover’s Mill in New Jersey, America. This message
reached 12 million American people out of which 1 million believed that it was
true thus throwing the whole country into chaos.
Because the Hypodermic Needle Theory was based on
assumption rather than any extensive research it was soon disapproved of by a
lot of media scholars. In 1940 researchers Paul Lazarsfeld and Herta Herzog
conducted the ‘People’s Choice’ study in which they saw how much the media’s
propaganda had an effect on the Franklin D. Roosevelt election. They discovered
that interpersonal sources of opinion influences the audience more than the
media itself and thus came to a conclusion that everyone has their own way of
choosing which messages they want to be influenced by from the media.
Now as media is becoming more and more interactive this
theory does not have much validity left anymore. Focus group testing, questionnaires
and other sorts of marketing started coming into use along with more
interactive media such as the internet or call-in shows so more theories have
come up which have claimed to be much more of significance. Earlier because of
one-way media the audience could not give their feedback but now due to two-way
media the audience has learnt to question or talk back.
Even though this theory is out of date it can be regarded
as one of the first theories in the media world and it is what made media
scholars research more on audience behavior. Due to so many sources of information
now in the present day people have the power to choose what to believe and what
not to believe. The media’s influence on the audience grows more complex but
the fact still stands that audience are more
influenced by their interpersonal relationships than the media itself.
References:
Hypodermic needle theory (1989) Available at:
https://www.utwente.nl/cw/theorieenoverzicht/Theory%20Clusters/Mass%20Media/Hypodermic_Needle_Theory/.
AS, H.C.M. (2014) Katie Salmon. Available at:
http://www.slideshare.net/HannahCharlesMedia/hypodermic-needle-theory-29639628
*, N. (2012) Hypodermic needle theory. Available at: http://www.communicationstudies.com/communication-theories/hypodermic-needle-theory
John (2010) MAGIC BULLET OR HYPODERMIC NEEDLE THEORY OF
COMMUNICATION. Available at:
http://communicationtheory.org/magic-bullet-or-hypodermic-needle-theory-of-communication/
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