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Hypodermic Needle Theory
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Hypodermic Needle Theory
Developed in 1920's - 1930's and is a linear communication theory to a passive audience.
The Hypodermic Needle Theory suggests that the media 'injects' ideology into a passive audience; similarly to giving a patient a drug.
The hypodermic needle theory suggests a powerful and direct flow of information from the sender to the receiver. It suggests that media messages are injected straight into a passive audience which is immediately influenced by the message.
The theory suggests that the mass media could influence a very large group of people directly and uniformly by ‘injecting’ them with appropriate messages designed to trigger a desired response or to influence.
The model 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.
There is no escape from the effect of the message in this model. People are seen as passive and end up thinking what they are told because there is no other source of information.