Influence of Media Pt.4 (The Hypodermic Needle Theory)

-


The Hypodermic Needle Theory:

This is the final theory by which I will be discussing, and it also happens to be one of the earliest ways of thinking about mass media's influence on its audience. This theory came to rise in the 1920's and 1930's. This was due to the effects of propaganda during World War 1 events like Orson Welles’ War of the World's broadcast. This theory is essentially a linear communication theory and suggests that the media has a direct effect on all audiences equally. It establishes that every individual thinks the same way and will therefore react exactly the same to media. This theory was very prominent in its time, however, it has now dismissed. According to to Brett Lamb, "This way of thinking about communication and media influence is no longer really accepted. In the 1930s, many researchers realized the limitations of this idea and some dispute whether early media theorists gave the idea any serious attention at all. Nevertheless, The Hypodermic Needle Theory continues to influence the way we talk about the media. People believe that the mass media has a powerful effect."


References:

Lamb, B. (n.d.). Brett Lamb. Retrieved from https://lessonbucket.com/media-in-minutes/the-hypodermic-needle-theory/#more-296

Comments

Post a Comment

Popular posts from this blog

Introduction

-
Image
G reetings, my name is Juan and this is my very first blog post of many more to come! What is my Goal? The reason I created this blog is in order to log my procedures in creating my magazine for AICE Media Studies. I will be posting these blogs on a regular basis in order to accurately explain how I intend to reach my end product (the magazine cover). My blogs will cover things, such as rough drafts, ideas, possible pictures, and essentially my entire thought process in coming up with the magazine. How will this be done? Since this is AICE Media Studies, I will be going about this blog in a very specific manner with specific tasks in order to abide by the rubric. The magazine will consist of a front-page, contents, and a two-page spread. There is also the possibility that I will be working in a group of up to 4 people. If I am to work in a group, each member of the team will be assigned a specific portion or job, all of which will be discussed in more depth later on.
Read more

Codes & Conventions of a Magazine

-
Image
The next step in properly understanding how a magazine works is to learn the conventions and codes that make it up. This is something that I must learn in order to successfully create my magazine. The information that I obtained through research led me to this: Masthead:  When it comes to publishing, this term refers to the name of the magazine. This is a very important component of the magazine as it is one of the first things read and it also gives off the genre of the magazine. Sell line:  This is the statement made by the magazine that will try to convince someone to buy it. This is because it usually states any extra gains that a person will obtain from buying the magazine such as competitions or prizes. Cover lines:  These essentially serve as teasers as to what information is inside for the readers. They run down the sides of the magazine and is another technique to gain the attention of potential buyers. Main image/central image:  Just as the name implies, t
Read more

Preliminary Task (Genre of Magazines)

-
Image
Genre of Magazines Before I can go about creating my magazine, I believe it is important that I understand what a magazine is, starting with the genres of magazines. I need to get my thoughts flowing as to what genre of magazine I am looking for. I conducted some research in order to outline the different genres, and here is what I found: Food Magazines: This type of magazine revolves around the advertising of food. It can range from foods that can be made at home, how to cook, home recipes, and even foods that can be found around the world. Fashion Magazines: This genre of magazine revolves around clothing and other forms of fashion. Fashion can be displayed through the use of people or individual objects. It is usually what people use to find out what is trending in clothing, but many magazines regarding fashion can also display very extravagant and unorthodox dresses. Automotive Magazines: This particular genre of magazine revolves around cars and e
Read more