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What is it?
The idea that the mass media has an immediate and powerful
effect on the audience.
The media injects ideas and views into the brains of the
audience therefore controlling the way that people think and
During the 1940’sa and 1950’s, the media influenced behavior
The media has a powerful and direct impact on the audience.
This theory suggests a powerful and direct flow of information
from the sender to the receiver.
The hypodermic needle model suggests that media messages
are injected straight into a passive audience which is
immediately influenced by the message.
How has it effected people?
During the time when radio, television and advertisements were
becoming popular, the media hugely effected the people.
Certain groups were targeted to trigger a desired response.
It expresses the view that the media is a dangerous means of
communicating an idea because the receiver or audience is
powerless to resist the impact of the message.
The audience is immediately affected by the media.
People are seen as passive and are seen as having a lot media
material "shot" at them.
People generally believe what they watch or hear as they have no
other source of information.
In the 1930’s, War of the Worlds was broadcasted and many
people listening thought that the Earth was being invaded, as they
thought what they were hearing was real.
Criticisms of the theory
Can be seen as very outdated.
Not everyone views media in the same way.
It doesn’t allow for rejection of media messages.
It is often discredited by academics.
We are now so used to consuming media texts that we
understand conventions and know when to reject
messages if we deem them insignificant .
We are more aware of society and how institutions