This passive audience is immediately affected by these messages. It suggests that the media injects its messages straight into the passive audience. Similarly, the "Hypodermic Needle Model" uses the same idea of the "shooting" paradigm. The "Magic Bullet" theory graphically assumes that the media's message is a bullet fired from the "media gun" into the viewer's "head". People were assumed to be "uniformly controlled by their biologically based 'instincts' and that they react more or less uniformly to whatever 'stimuli' came along". The "Magic Bullet" or "Hypodermic Needle Theory" of direct influence effects was based on early observations of the effect of mass media, as used by Nazi propaganda and the effects of Hollywood in the 1930s and 1940s. The model was originally rooted in 1930s behaviourism and largely considered obsolete for a long time, but big data analytics-based mass customisation has led to a modern revival of the basic idea. The hypodermic needle model (known as the hypodermic-syringe model, transmission-belt model, or magic bullet theory) is a model of communication suggesting that an intended message is directly received and wholly accepted by the receiver. JSTOR ( July 2009) ( Learn how and when to remove this template message).Unsourced material may be challenged and removed.įind sources: "Hypodermic needle model" – news Please help improve this article by adding citations to reliable sources. This article needs additional citations for verification.
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