Hypodermic Needle Theory (audience theory)

The Hypodermic Needle Theory was the first media theory proposed. It was proposed in the 1920s/30s and implied mass media had a direct, immediate and powerful effect on the audience. The mass media in the 40's and 50's was perceived as a powerful influence in regards to behavior change.
The media makes you form an opinion by 'injecting' you directly with the knowledge. The media could influence a large group of people by giving them an appropriate message designed to trigger a desired response. The theory basically said if we see it, we believe it. The media is a dangerous means of communicating an idea because the receiver or audience is powerless to resist the impact of the message. It also said that if people saw a media story they might try to copy it.

The famous case of the Hypodermic Needle Theory was in the 1930's with the War of the Worlds radio broadcast.

People believed it because it was presented as a radio broadcast.

Cons of the theory:

• out of date
• people don't consume the media in the same way
• audiences aren't passive
• technology has changed
• we are more socially aware