- The "hypodermic needle theory" implied mass media had a direct, immediate and powerful effect on its audiences. The mass media in the 1940s and 1950s were perceived as a powerful influence on behavior change.
- 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.
- With similarly emotive imagery the hypodermic needle model suggests that media messages are injected straight into a passive audience which is immediately influenced by the message.
- The incident, often referred to as the “Panic Broadcast,” was soon cited as an example of the Hypodermic Needle Theory of communication. Formed in response to the rise of mass communications and the emergence of propaganda techniques in the 1930s, Hypodermic Needle Theory implies that the media has the power to inject highly influential messages directly into passive and susceptible audiences.
- Unlike most other theories of communication, however, Hypodermic Needle Theory was not based on empirical research. Instead, it was founded on the assumption that humans, controlled by their biological nature, will react instinctively to passing stimuli in similar ways.
examples can you find that indicate the BBFC used the hypodermic needle theory as a basis for their regulation of the film industry.
tbhbt
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