Hypodermic Needle Theory: Suggests media can significantly influence audience opinions and actions as audiences accept the intended meaning of texts.
Compares message communication to injecting a patient with serum, implying audiences are easily brainwashed by the media.
Assumes audience is passive, meaning they do not critically assess media content.
Background
Post-WWI Research: Focused on how governments swayed public opinion and convinced enlistment in the army.
Harold Lasswell: Political scientist who studied propaganda, describing it as a subtle poison injected into public veins.
Lasswell noted the civilian mind is standardized by news and vulnerable to skillfully presented messages.
The Theory
Origin of the term "hypodermic needle theory" is unclear, possibly related to Lasswell's work.
Model suggests direct, powerful media effects on the audience, assuming audience passivity.
War of the Worlds
1938 Broadcast: Cited as proof of hypodermic needle theory; caused widespread panic over fictional alien invasion.
Newspapers highlighted radio's dangers, exaggerating panic to protect their market share.
Modern Examples
Linear flow models show simple communication dynamics; hypodermic needle theory suggests media can powerfully manipulate audiences (e.g., QAnon conspiracy theories).
Example: "Puss in Boots" character in "Shrek 2" influenced audience perception through emotional manipulation.
Criticism of the Model
Critics argue it reduces audiences to passive consumers, ignoring their ability to interpret media.
Paul Lazarsfeld (1944): Found media influenced opinion leaders more than individual voters.
Wilbur Schramm (1971): Dismissed powerful media influence theory.
George Gerbner (1983): Warned against viewing audiences as helpless; noted media influence on heavy users.
Despite criticism, the theory remains useful for evaluating media's persuasive attempts.
Exam Practice and Revision
Applying the model to various media texts can develop understanding.
Examples include analyzing the cover of "Baking Heaven" or the "Dior" campaign.
Shock tactics in advertising, such as drink-driving campaigns, highlight media's attempt to inject messages into audiences.