Focus: Hypodermic Needle Theory in media and communication.
Developed in the 1920s and 1930s after observing effects of propaganda during WWI & events like Orson Welles' 'War of the Worlds'.
Hypodermic Needle Theory
Concept: Linear communication theory.
Main Idea: Media messages are injected directly into a passive audience's brains.
Assumption: All individuals in the audience respond identically to media messages.
Current Status: Largely discredited and seen as overly simplistic.
Historical Context
1927: Harold Lasswell published 'Propaganda Technique in the World War' highlighting the impact of Allied propaganda.
Payne Fund Studies (1929-1932): Explored effects of movies on children, suggesting movies profoundly affect child behavior.
Criticized for lack of scientific rigor but was a comprehensive early examination of media effects.
Limitations and Criticism
By the 1930s, researchers began recognizing the theory's limitations.
Orson Welles' 'War of the Worlds' broadcast (1938): Demonstrated potential media influence but also highlighted theory's inadequacies.
Caused some hysteria, but panic was limited compared to total audience size.
Influence on Media Perception
Despite its shortcomings, the theory influences current discussions about media effects:
Concerns about TV and video games influencing behavior.
Headlines like 'Is Google making us stupid?' and 'Grand Theft Auto led teen to kill.'
Conclusion
Overall: The Hypodermic Needle Theory is inadequate to fully capture media influence dynamics and communication processes, despite its historical significance and continuing influence on media discourse.