Hypodermic Needle Theory

The hypodermic needle theory, is a theory of mass communications. It is a theory that states that the mass media have absolute influence over audiences by somewhat 'injecting' their brains with specific information. Once 'injected', it is the apparent intention that the message(s) will trigger a desired response.

The theory suggests that messages from media are powerful and influential, meaning audiences are somewhat unable to resist them.

The hypodermic needle theory was mainly popular in the 1940's and 1950's. Historical events that occurred in this era, was the main basis of ideas about the power of mass media. An example of this, in an extreme case, was found in the Nazi propaganda campaign led by Joseph Goebbels in the WW2. Biased opinions/ideas were 'fed' to a passive audience, who wholly accepted the information given to them. This was an extreme case, in which people were essentially indoctrinated, due to the intense restrictions of their media consumption. 

Passive audiences are those that tend to be the following;

• Easily manipulated
• Compliant
• Followers
• Dominated/Controlled

In regards to the hypodermic needle theory, passive audiences are being 'told' what to think, and so evidently the outcome will be how the media intended it to be. 

This theory exercises the view that the media is a potentially dangerous method, in communicating an idea to an audience, as they're seen as 'powerless' to resist the impact of the message.

In regards to this hypodermic needle theory, audiences are labelled as 'passive' and have media 'injected' into their brain. The result is usually that they end up thinking/believing what they're told, as there is no other source of information available to them.

Active audiences are those that tend to be the following;

• Engaged
• Responsive
• In control
• Free willed

Active audiences tend to be more responsive in regards to these type of theories. They are not as easily 'swayed' as passive audiences, and tend to consider media messages that are 'thrown' at them with more consideration.

Success of the Hypodermic Needle Theory

One example of how the hypodermic needle theory succeeded, is the 1938 'War of the Worlds' radio dramatisation. HG Wells' science fiction novel 'War of the Worlds' was performed as a contemporary broadcast, to exaggerate realism and drama. The radio broadcast occurred every 40 minutes, heightening realism, and resulting in complete belief from some audiences. Many believed that the broadcast was a real account of an invasion from Mars, and so took precautions by hiding in their homes, fleeing and arming themselves with weapons. A large majority took to 'defending themselves' against supposedly an alien invasion.

Strengths and Weaknesses

People are affected by media in many different ways, which is a potential weakness towards the more 'active' audiences. Audiences are now a little more critically aware of the media, and can determine when the media are attempting to 'inject' them with information.

A strength of this theory is the idea of 'copycat' reactions. In the case of James Bulger, whose murderers 'copied' fight scenes alike the 'Power Rangers' in the playground. Watching violent media, can make an individual violent, and react in a violent way.

Another example is the study, in which an adult and child were put into a room, with an inflatable clown. The adult reacted violently to the clown, which was later reciprocated in the child's actions towards the clown, after the adult had left the room.