1) Hypodermic Needle Theory

1) The Hypodermic Needle Model
This was one of the first theories used as an attempt to explain how audiences act to media. It suggests that the audience, passively (without realisation) receives information via  media text and the audience would not challenge or process the information.
The theory came about when mass media was still very new and it was used, primarily as propaganda. The Hypodermic Needle Theory implies that the mass media has an incredibly powerful and direct effect on the audiences. Fears about the power of media texts began as the governments wanted to communicatewith their citizens through advertisement campaigns. Many of the Posters produced for World War One were overly patriotic and xenophobic. English advertisements provoked strong Anti-German feelings because they depicted German soldiers killing babies with bayonets. This demonstrates the incredible power the media has to influence peoples thinking and is how the Hypodermic Needle Model came into being.
 The Hypodermic Needle Model is often referred to when discussing moral panics. It is said that certain groups in society should not be allowed to receive certain media texts because they could watch/ read about sexual or violent behaviour and then reenact what they have seen.

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s