The unfaltering Audience Maria Fidela Diosa S. Romana University of the Philippines, Diliman Abstract This paper discusses the Hypodermic Needle theory its history, key concepts and criticism. As the theory suggests direct and immediate deed of mass media to its audience, a social phenomenon called copycat crimes is analyzed through its lens. The criticisms and ambiguities of the hypodermic chevy theory are used to muse a new theory believed to be more relevant and accurate to social issues and media awareness at present. The theory named strong Audience Theory suggests that viewers are in outright impact by mass media since they already have different backgrounds, attitudes and ideas beforehand. The Bulletproof Audience Known as the first and in like manner the foundation of intimately communication and media theories from decades ago until present, the Hypodermic Needle Theory also known as Magic Bullet Theory, Transmission-Belt Theory or Hypodermic-Syringe Model always serves as a basic tie-up in analyzing certain phenomena occurring in our society. The roots of the hypodermic needle theory can be traced as early as the late 1920s. Harold Lasswell in theorized that new mass media could directly fix and sway state-supported opinion.
In the 1930s, researchers examining the World War I propaganda and Hitlers use of mass media to manipulate the German public behind the Nazis even strengthened the theory more. It was popularized during the 1940s and mid-fifties since mass media back then was considered as a effective influence on behavioural change. Basically, the theory suggests that mass media has a direct, immediate and powerful effect on its audience. The message intercommunicate by any mass media influences all people directly and uniformly by shooting them with appropriate messages designed to incite a desired response, and the audience are only supine receptors. Graphically, the message is a bullet, fired through the... If you expect to get a full essay, order it on our website: Orderessay
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