The Hypodermic Needle Theory

Hypodermic Needle Theory

Also, known as Hypodermic – Syringe model of communication and referred to us as a magic bullet.  The Phrasing Hypodermic Needle, is by giving the image of direct effect (embolism) and send an message to the individuals. The model is rooted in 1930s behaviourism and is largely considered obsolete today.

In other words, the hypodermic needle theory suggests that we as a passive audience are told what the media wants us to know. The idea is that the media tells us something and we believe in it, without giving it a second thought or even our own opinion.

Also, as a linear communication theory suggests that media messages are injected directly into the brains of a passive audience. It suggests that we’re all the same and we all respond to media messages in the same way.

The concept of "Magic Bullet" or "Hypodermic Needle Theory" of direct influence effects was not as widely accepted by scholars as many books on mass communication indicate. The magic bullet theory was not based on empirical findings from research but rather on assumptions of the time about human nature. People were assumed to be "uniformly controlled by their biologically based 'instincts' and that they react more or less uniformly to whatever 'stimuli' came along"

In the 1930s, many researchers realized the limitations of this idea and some dispute whether early media theorists gave the idea any serious attention at all.

Nevertheless, The Hypodermic Needle Theory continues to influence the way we talk about the media. People believe that the mass media has a powerful effect. Parents worry about the influence of television and violent video games. News outlets run headlines like ‘Is Google making us stupid’ and ‘Grand Theft Auto led teen to kill’. On the surface, events like these seem to suggest that the media can have a powerful influence on audiences.

Moreover, this theory can be easily applicable to the music videos in many different ways. One can be that the females look at female singers such as Rihanna or Beyoncé, and aspire to look like they are in their music videos. Also, this could be related to the relative deprivation. The main concept of the most music videos is sex and sexuality of it and what is presenting. This could possibly affect men behaviour forward the women e.g. treat them like an objects in the reason that they see it in the music videos and they might thought that this is appropriate to act as a “bad boy”.  This suggestion can be related to Laura Mulvey’s Theory of the male gaze.