Bullet theory

INTRO TO COMMUNICATION

1. Media Theories

2. Hypodermic Needle Theory: Intro It was promulgated by Harold Lasswell in 1920s. It was written in the book "Propaganda Technique" in the World War . Developed after researchers observed the effect of propaganda during World war I&II and events like Orson Welles ‘war of the World broadcast The theory is known by other names as well: Magic Bullet Theory, Transmission-Belt Model and Hypodermic-Syringe Model.

3. History   : The words bullet and needle are used to show the powerlessness of the audience as media impacts public opinion and behavior change. The theory was also influenced by media behaviorism of 1930s . During second world wars media plays a vital role in both United States and Germany to made influence in the people’s mind.

4. History Nazi used film industry for Propaganda and they produced lots of movies about their achievements which made a great impact in Germans mind. Later the United States also used its own Hollywood and produced films like “Its Happened one night”, “It’s a wonderful life” and Mr. Smith goes to Washington” to portrait Germany as Evil force which also made impact in Americans Mind. Here media audience accepts the messages directly without any rejection.

5. The Theory… It is a Linear communication Theory that suggests that media messages are directly injected into the brains of people/passive audience It implies that the media has the power to inject highly influential messages directly into audiences. Since those audiences have no other sources of information by which to compare the media’s messages, they have no choice but to act on those messages. It is a top down theory, concerned with “What the media do to people”. It also suggests that we are all the same and we all respond to media messages in the same way.

6. Theory…. The theory is said to be based on assumptions and not empirical findings. It is based on supposition of human nature or biological nature . Audience cannot resist the received message from media and it creates a uniform thinking among people. A fixed mindset and perception is created. Even a single piece of information can cause many brain alterations and change opinions subconsciously.

7. Magic bullet theory model Source: Katz & Lazarsfeld (1955 )

8. Features/Assumptions Humans are believed to act uniformly to their stimuli and instincts. Media injects or inserts messages into the people’s brain as propaganda and manipulation like that by a bullet or syringe. Messages have their own intention and are sent to get desired outcomes. The effect of messages is supposed to be encompassing, strong, immediate and dangerous. Messages are supposed to create public opinion and change behavior of the audiences. Mass of people is made to think in a similar way by the media. The audience is always thought to be vulnerable and passive .

9. Factors contributed to this "strong effects" theory of communication ,   The fast rise and popularization of radio and television The emergence of the persuasion industries, such as advertising and propaganda The Payne Fund studies of the 1930s, which focused on the impact of motion pictures on children Hitler's monopolization of the mass media during WWII to unify the German public behind the Nazi party

10. Example “Panic broadcast ”- On an October 30 th evening in 1938, millions of people settled down to enjoy what had recently become a great American pastime: listening to the radio Newly formed mercury theater and Orson Welles join together and broadcasted their radio edition of H.G. Wells' "War of the Worlds .“ On the eve of Halloween, radio programming was interrupted with a "news bulletin" for the first time . What the audience heard was that Martians had begun an invasion of Earth in a place called Grover's Mill, New Jersey.

11. A wave of mass hysteria disrupted households, interrupted religious services, caused traffic jams and clogged communication systems . People fled their city homes to seek shelter in more rural areas, raided grocery stores and began to ration food. Thousands of frantic phone calls poured in to local police, firefighters and hospitals . The nation was in a state of chaos

12. Criticisms of Hypodermic Needle Theory The message flow is always from sender to receiver or top to bottom. The audience is passive and susceptible and are easily influenced by the message which might not be true every time. But the reactions of people differ. Some people can be passive whereas some people might not believe in media. The theory has been proved to fail by many studies like “The People’s Choice” research for voting pattern and political behavior during the time of Franklin D. Roosevelt. The study showed that the pattern was affected by media in minimum amount but was more affected by interpersonal communication. Studies show that media has selective influence on mass . The theory is not taken as empirical (verifiable by observation or experience rather than theory or pure logic). There are many media options with the growth of media outlets today. The theory is not applicable in today’s world.

13. Hypodermic theory perspective Applicable possibility

14. The Hypodermic Needle Theory is no longer accepted by media theorists as a valid explanation of communication and media influence. Indeed, some dispute whether early media theorists gave the idea serious attention The hypodermic-needle model dominated until the 1940s . Although the Hypodermic Needle Theory has been abandoned by most media theorists, it continues to influence mainstream discourse about the influence of the mass media. People believe that the mass media can have a powerful effect on people and parents continue to worry about the effect of television and violent video games .