Although hypodermic needle theory was instrumental in jump- starting communications research of mass media, it has since faded into obsolescence. with so many sources of information available today through a variety of media outlets, people have more control than ever over the messages that influence them. the roots of the hypodermic needle theory can be traced as early as the late 1920s. theory harold lasswell in theorized that new mass media could directly influence and sway public opinion. in the 1930s, researchers examining the world war theory i propaganda and hitler’ s use of mass media to manipulate the german public behind the nazis even strengthened. the evolution of effects theory w. guggenheim as katz puts it, ‘ ‘ in the air’ ’ ( katz, 1960). subsequent scholarship traced the origins of the bullet and needle concepts and revealed that they were not used by those to whom they were attributed and do not accurately characterize the theorizing about. basic tenets of the papers bullet theory the bullet theory or hypodermic needle theory postulates that the media ( needle) injects the message into audience mind hence causes research changes in audience behavior and psyche towards the message. this theory therefore hypodermic refers to mass media audience members as passive and hence at the mercy of mass media contents. hypodermic needles and, often, other supportive services.
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the theory that serves as the basis for my research is called the hypodermic needle theory.
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magic bullet’ / ’ hypodermic needle’ theory – almighty media. • uniform basic human nature • nonrational processes of stimulus and reaction ( s- r) • social order as mass society ( with psychologically isolated individuals) • linear communication from sender to receiver.