Hypodermic Needle theory. Earliest way of thinking about how the mass
media influences its audiences. It was developed in the 1920s and 1930s. After researchers observed the effects of
Propaganda during WW1
It’s a linear communication theory. Which suggests that
media messages are injected directly into the brain to the passive audience. It
suggests that we all respond to media messages in the same way. No longer
really accepted.
Mass media has a powerful effect. Influence of television. Direct
influences on audiences.
Mass media injects thoughts values and beliefs straight into a passive audience.
this theory has been criticised greatly but can still be seen today.
Became about aspirations and associations
By brands putting their logos onto things they are then associated with that thing/activity. They then become cool.
if you buy into their product you are buying into that lifestyle.
Media does effect people other wise why would advertisers spend so much time into making them with such thought.
Grant Abbitt (2014) Hypodermic needle theory. Available at: https://www.youtube.com/watch?v=a-toj0weAEM (Accessed: 24 November 2015).
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