media effect Hypodermic Needle Theory of Communication Hypodermic Needle Theory, also known as Magic Bullet Theory (hypodermic syringe model or transmission-belt model) was promulgated by Harold Lasswell in 1920s. It was written in the book “Propaganda Technique” in the World War. The theory is a linear model of communication and talks about media’s power on audience. The message, in this theory, is said to be like a magic bullet which enters the minds of audience and injects a particular message. The theory explains how media controls what the audience views and listens to and the effects, which can be immediate or later in future. The words bullet and needle are used to show the powerlessness of the audience as media impacts public opinion and behavior change. The theory was also influenced by media behaviorism of 1930s. The “Magic Bullet” theory graphically assumes that the media’s message is a bullet fired from the ...
Nice thought ๐๐
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