Hypodermic Needle Theory

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The Hypodermic Needle theory, also known as the hypodermic-syringe model, transmission-belt model, or magic bullet theory is a form of communication implying that a message is directly received and accepted by the person on the receiving end. The model was originally established in behaviourism, the understanding of the behaviour of humans/animals, and was considered outdated for a huge portion of time, however big data analytics-based mass customisation refreshed and re-established the idea. In other words, this theory states that implied mass media has a fast, immediate and powerful effect on an audience. 

 Many factors contributed to the beginning of the theory of communication throughout the '40s and '50s, some of these were:
  • The rise of television and radio in the 1940s and 1950s
  • The development of industries such as advertising/propaganda
  • Hitler's control over mass media during WWII to bring the German general public over to the Nazi's side
The theory also states that the mass media could influence a large portion of society by 'injecting' them with messages designed to trigger a response in their brain. A bullet, or a needle, can be compared to this theory. We could compare the message to a bullet, which is being fired from a gun in the hands of the media directly into the member of the audiences head. The needle operates the same, a needle full of messages is injected into a person just like a drug. The hidden messages behind these comparisons are that the media is a dangerous type of communication because the person receiving the information has no other option than to take in the messages, there is no escape. There are messages being emitted into your brain all the time, some may be dangerous.

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