Hypodermic Needle Theory

What is the Hypodermic Needle Theory? 

The hypodermic needle theory (also known as the magic bullet theory or the direct effects model) was developed in the 1930's and states that the mass media has a direct influence over passive audiences by injecting their minds with information. It suggests that everyone is the same, and that we all have the same responses to media messages which is no longer considered valid. 

The theory was very popular in the 1940's and 50's and the ideas about the power of the mass media were based on historical events such as Nazi propaganda. It was believed that audiences had no power and were unable to resist the messages being sent to them. 

Despite this theory being somewhat outdated in the modern era, people still believe that the mass media has a strong impact on society; parents worry that their children will imitate the actions displayed in violent video games or in violent films. 

Harold Lasswell 

Lasswell (1902 – 1978) was a leading American political scientist and communications theorist. 

"From a propaganda point of view it was a matchless performance, for Wilson brewed the subtle poison, which industrious men injected into the veins of a staggering people, tunnel the smashing powers of the allied armies knocked them into submission."

- Propaganda Technique in the World War, 1927

In the above quote from his novel, Lasswell was discussing how effective the propaganda in WW1 was, and suggesting that it was having a poisonous, negative effect on society. 

Orson Welles

In 1938, Welles released a radio drama adaptation of 'The War of The Worlds' which featured an eerily realistic broadcast announcing an alien attack. Unfortunately, since it was so good, a lot of people believed that it was real and there was a huge panic. In fact, there was even a billboard above the New York Times building that read "ORSON WELLES CAUSES PANIC" and a swarm of police officers in the building in which the radio drama was broadcast. Some people went as far as fleeing their homes, whilst others were contacting newspapers to clear up confusion. 

When asked about the event and it's negative effect, Welles suggested that he had no idea that people would be so confused:

Question: Were you aware of the terror such a broadcast would stir up?

Welles: Definitely not. The technique I used was not original with me. It was not even new. I anticipated nothing unusual.

Question: Should you have toned down the language of the drama?

Welles: No, you don't play murder in soft words.

Question: Why was the story changed to put in names of American cities and government officers?

Welles: H. G. Wells used real cities in Europe, and to make the play more acceptable to American listeners we used real cities in America. Of course, I'm terribly sorry now

This event is proof that despite not having access to today's technology and media resources, the mass media still had a powerful impact on audiences which backs up the hypodermic needle theory. 

Pros & Cons

Perhaps the biggest flaw, and the key factor which lead people to disqualify the hypodermic needle theory, is the fact that it assumes that the audience consumes media passively and will have a dramatic, exaggerated response which isn't necessarily true. It's a false representation of how audiences are effected by the mass media. It ignores people's personalities and their cultural upbringing, suggesting that everyone will react the same way to the same message. 

In modern society, this theory could still be accurate. For example, Victoria's Secret released a 'Perfect Body' campaign which specified that women should all look like the models in the advertisements in order to be labeled as having a perfect body. More or less everyone who came across the campaign reacted negatively and took offence to it, and a lot of young women felt inadequate and inferior, which validates Lasswell's theory that mass media can have a poisonous effect on society. 

Passive & Active Audiences

Passive:

• Easily manipulated
• Compliant
• Weak willed
• Followers
• Controlled
• Dominated

Active:

• Engaged
• Involved
• Responsive
• In control
• Free willed

A passive audience is primarily believed to be easily influenced by the mass media and not question what they're being told. They just go along with what's being injected into their mind and follow the crowds. An active audience reacts differently depending on their values, interests, education and experiences. 

I personally think that I am most likely to consume something actively. Having my own opinion and beliefs is something I value, and I always take my personal experiences and thoughts into consideration when I consume a product or a message. For example, I grew up in a society where Gay Rights was an issue that was frowned upon but like many other members of my generation, I fought against society to develop my own views. I feel that in this era, it doesn't always matter how many times something is drilled into us by the mass media because society is increasingly powerful and we are able to use social media to turn things around and send reverse messages. We also live in a world where politics are a big issue and there are a lot of mixed messages sent to us by different political parties, but it's still down to the audience to make up their own mind.