The Hypodermic Needle Theory

Time period: 1920s and 1930s

The theory: Tries to explain the effect of propaganda during WW1. Proposes that the media ‘injects’ messages into the audience, in a linear, top-down manner.  Audiences are passive had very little agency or choice over what messages they took in, and no control over the media at all. Their only choice was not to engage with it.

Issues: It’s unclear how much credence this theory was ever given but 100 years later the concept of a passive vulnerable audience continues.

E.g. Violent video games make teenagers violent.

Why does it still exist? Because it’s a useful tool for the media - it relies of hyperbole and can generate fear and big headlines ($)

Level of power attributed to the media: ★★★/★★★

Key terms:

Parasocial relationship: a one-sided relationship that a media user engages in with a media persona

Self-disclosure: process of communication by which one person reveals information about themselves to another

Level of media power:  ★★/★★★

Brett Lamb video: https://youtu.be/Qt5MjBlvGcY?si=DuChgFNRYZFSi9lZ