Theories of Media and Politics

Hypodermic Needle Theory of

Communication
 Hypodermic Needle Theory of Communication

• Hypodermic Needle Theory, also known as Magic Bullet

Theory (hypodermic syringe model or transmission-belt
model) was promulgated by Harold Lasswell in 1920s.
• The theory is a linear model of communication and talks
about media’s power on audience.
• The message, in this theory, is said to be like a magic bullet
which enters the minds of audience and injects a particular
message. 
• The theory explains how media controls what the audience
views and listens to and the effects, which can be
immediate or later in future.
 Hypodermic Needle Theory of
Communication
• 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.
• The "Magic Bullet" theory graphically assumes
that the media's message is a bullet fired from
the "media gun" into the viewer's "head".
-Berger, 1995
 Hypodermic Needle Theory of
Communication
• The "hypodermic needle theory" implied
mass media had a direct,
immediate and powerful effect on its
audiences.
•  
 Core Assumptions and Statements 

• The theory suggests that the mass media could influence a

very large group of people directly and uniformly by
‘shooting’ or ‘injecting’ them with appropriate messages
designed to trigger a desired response.
• This theory (a bullet and a needle) suggest a powerful and
direct flow of information from the sender to the receiver.
• The bullet theory graphically suggests that the message is a
bullet, fired from the "media gun" into the viewer's "head".
• The hypodermic needle model suggests that media
messages are injected straight into a passive audience
which is immediately influenced by the message.
Core Assumptions and Statements
• There is no escape from the effect of the
message in these models. The population is
seen as a sitting duck and passive.  They are
seen as having a lot media material "shot" at
them. People end up thinking what they are
told because there is no other source of
information.
 Concepts in Hypodermic Needle Theory

• Public is taken to be vulnerable as message is

always infused and media is tremendously
strong.
• Media is the strongest at the time of crisis and
in the time of war when people depend on
media for all the information.
• The theory was said to be used in Second
World War by Germany and US.
 Concepts in Hypodermic Needle Theory
• It is based on supposition of human nature or biological
nature. External stimuli are considered to encourage
instincts and reactions.
• 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.
 Examples of Hypodermic Needle Theory

• in Second World War, the German leaders used movie industry to

show their power in the world and unify the people for war in 1940s.
• Later, U.S. also used their own movie industry to create negative
image of the Germans and portray them as evil. They justified their
actions to their own people with the help of media.  News is often
bias and exaggerating too.
• The gender role concept has also been injected in every person’s
mind. According to it, all women must be thin, tall, fair, romantic and
things like that. The brain takes information from advertisements and
changes our opinions in a subconscious level without us realizing it.
Media has been changing the self image of every person.
 Criticisms of Hypodermic Needle Theory

• The message flow is not always from sender to receiver or top to

bottom.
• The audience is passive 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.
• There are many media options with the growth of media outlets today.
The theory is not applicable in today’s world