Hypodermic Needle Theory

Communication is an immeasurable concept which has been naturally coupled with human. In its plain definition, it means the process of transforming a message and information from the source to the receiver or its better to define it as “the process of creating shared meaning.” (J.Baran, Introduction to Mass Communication). With technological growth, many media inventions have been founded and as such have pushed media practitioners and researchers to find another term for this process which is “mass media”. Mass communication, thus, is the “process of transforming a message created by a person in a group to large audience or market through a transforming device which is the medium”. Mass media, as you would expect, has become an ingredient of human life and is sturdily affecting it. As a result, there are numerous theories and approaches done by researchers to understand and describe these effects. The Hypodermic Needle Theory of Media Influence is one of these theories. This theory suggests simple concepts about media and audiences and I will illustrate these suggestions and apply it on news.

In adding up, if we want to discuss a media theory, we at the outset have to begin with the core point of media studies tasks which is the audience/addresses. Audiences are “the receivers of the message and also they are responders of it”. It’s very imperative for media producers to comprehend the process of receiving the message by the audiences and how those audiences act in response to that message. Actually, they have to understand what is happening in the audience’s minds when they receive the message. Media producers should also be sentient of their audience’s ages, classes, sex and social location. Understanding these elements leads for improved responding and outcomes. Following the demographic method in studying audience, makes media producers able to outline their messages to appeal to their audiences. They will be able to know what kind of message will be more effective for those audiences. Through the time, media researchers have developed several effects models. They found explanations for media influence on people and how they respond to the messages. They analysed how these dissimilar messages effects the behavior of the audience. They came out with many theories about this field which are still ardently researched and debated.

The hypodermic needle theory is one of the most famed and well-known theories that analyses the correlation between an audience and the media. This theory was urbanized in the early 1920s with the commencement of mass media, radio and movies (movies). In its plain description, this theory suggests that mass media can easily persuade a large group of people without any resistance and challenge from those people. “It views audience as the passive receptors of virulent viruses produce by the media” (Starker, Evil Influences: Crusades against the Mass Media). In reality, it suggests that mass media instill messages and information unswervingly and unvaryingly into audiences’ minds who without delay will be influenced. This theory did not agree with those who are say “the audiences are using their experience, intelligence and opinion to analyze the message”. Therefore, media creators and producers can control the audience and inject the information and messages that they want. According to this theory, if one watches a violent movie, he\she will do violence. Although it doesn't take any account of people's individualism, it still is very accepted
The governments understood the clout of this theory. They used it to influence people and pass their decisions which their community might not be fond of and support. The magic is done by news. Media producers know that people spend most of their time using the media where they receive their information. By applying the hypodermic needle theory and controlling the content of the news, manipulating people will be simple. The most efficient, common and effective medium to deliver this kind of messages is TV, the main supply of news. As for the theory, whatever kind of news content is shown on TV, it will be injected on people’s minds and it will influence them. They will not face up to it because there is no other source. They will accept it and believe it specially if it came from famous media such as TV3, GTV, Metro TV and even the Daily Graphic. An excellent example of the power of news is the “War of the Worlds”. On the eve of Halloween (a festive October season in the States), there was breaking news on radio that Martians (people from Mars) had begun an invasion of Earth in a place called Grover's Mill, New Jersey. About one million out of 12 millions in the US who heard this news really believed it. “A wave of mass hysteria disrupted households, interrupted religious services, caused traffic jams and clogged communication systems.” This example is a good one about the power of news and it proved the theory.

All in all, the hypodermic needle theory is still fervently debated while many related theories keep showing up. All of these theories are focusing on the effects of mass media on the audiences.