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Hypodermic Needle

   Kleanthis Sotiriou
Hypodermic Needle Theory
 Also known as hypodermic -syringe model of
 communications and referred to as the magic
 bullet.

 According to Katz and Lazarfeld (1955), the
 model is rooted in 1930s behaviourism and is
 concerned by many to be no longer exist.
Katz and Lazarfeld

 The Phrasing Hypodermic Needle is by giving the
 image of direct effect (embolism) messages into
 individuals.

 Two Step Flow Model (Conceptual Model ) Slide No :
 4
Two Step Flow Model
Bullet Theory VS Hypodermic Needle

 The message is a bullet, fired from the "media
 gun" into the viewer's "head".

 The hypodermic needle model suggests that
 media messages are injected straight into a
 passive audience which is immediately
 influenced by the message.
Factors which contribute :
 Speedy increase of popularized media (Radio and
  Television).

 Industries Persuasion by (Advertising and Manipulation of
  Public opinion)

 Impact of motion pictures on children (Payne Fund studies
  1930s)

 Hitler's Nazi party ( by the monopolization of the mass
  media during WWII)
Explaining the Two step Flow

 On the previews diagram (see slide no : 4 )indicates
  the two step flow.

 The mass media could influence a very large group of
  people directly and uniformly by ‘shooting’ or
  ‘injecting’ them with appropriate messages designed
  to trigger a desired response.
Explaining the Two step Flow
  Source Message Mass Media  Opinion
              Leaders  Public


 The arrow () symbolize the direction of the
 flow.

 In both diagrams also see Slide no: 4 and the
 image above there is a direction flow form the
 sender to the receiver.
Lasswell Formula

 Who? Says what?In what channel?To
 whom? With what effect?



 The arrow () symbolize the direction of the
 flow.
Formula’s Basic Ideas
 Lasswell was primarily concerned with mass
 communication and the manipulation of the
 public opinion.

 The basic idea of his formula is to show us the
 direction which we should follow each time in
 all kinds of research.('control analysis', 'effects
 research' and so on).
Conclusion
     The signals which are broadcasted from the Media
    are equal to each recipient. The Effect level differs
    because each of us response(react) back with
    different way.

     A similar theory that it has to be examined by having
    a full scale idea of these kinds of effectiveness is the
    rationalization theory in order to understand the
    previews theories. I believe that is more effective if
    you catch the audience unprepared.
References
   Lazarsfeld, P.F., Berelson, B. & Gaudet, H. (1968). The people’s choice: How the voter
    makes up his mind in a presidential campaign. New York: Columbia University Press.
   Croteau, David and William Hoynes Media/Society -- Industries, Images and Audiences
    London: Pine Forge Press, 1997.
   DeFleur, Melvin L. Theories of Mass Communication New York: Longman Inc., 1989
   Lowery, Shearon and Melvin L. DeFleur Milestones in Mass Communication Research:
    Media Effects New York: Longman Inc., 1983.
   Severin, Werner J. and James W. Tankard, Jr. Communication Theories -- Origins, Methods
    and Uses New York: Hastings House, 1979.
   Watson, James and Anne Hill A Dictionary of Communication and Media Studies New York:
    St. Martin's Press, Inc., 1997
   Katz, E., & Lazarsfeld, P. (1955), Personal Influence, New York: The Free Press.
   http://www.scribd.com/doc/59728312/The-Lasswell-Formula/access 28.10.11
   http://www.utwente.nl/cw/theorieenoverzicht/Theory%20clusters/Mass%20Media/Hypodermic
    _Needle_Theory.doc/access 30.10.2011
   http://knowfourthestate.wordpress.com/2009/02/20/laswell%E2%80%99s-theory-of-
    communication/access 31.10.2011
   http://philipatawura.wordpress.com/2010/03/21/the-effects-of-the-hypodermic-needle-theory-
    of-the-media/access 31.10.2011

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Hypodermic needle

  • 1. Hypodermic Needle Kleanthis Sotiriou
  • 2. Hypodermic Needle Theory  Also known as hypodermic -syringe model of communications and referred to as the magic bullet.  According to Katz and Lazarfeld (1955), the model is rooted in 1930s behaviourism and is concerned by many to be no longer exist.
  • 3. Katz and Lazarfeld  The Phrasing Hypodermic Needle is by giving the image of direct effect (embolism) messages into individuals.  Two Step Flow Model (Conceptual Model ) Slide No : 4
  • 5. Bullet Theory VS Hypodermic Needle  The message is a bullet, fired from the "media gun" into the viewer's "head".  The hypodermic needle model suggests that media messages are injected straight into a passive audience which is immediately influenced by the message.
  • 6. Factors which contribute :  Speedy increase of popularized media (Radio and Television).  Industries Persuasion by (Advertising and Manipulation of Public opinion)  Impact of motion pictures on children (Payne Fund studies 1930s)  Hitler's Nazi party ( by the monopolization of the mass media during WWII)
  • 7. Explaining the Two step Flow  On the previews diagram (see slide no : 4 )indicates the two step flow.  The mass media could influence a very large group of people directly and uniformly by ‘shooting’ or ‘injecting’ them with appropriate messages designed to trigger a desired response.
  • 8. Explaining the Two step Flow Source Message Mass Media  Opinion Leaders  Public  The arrow () symbolize the direction of the flow.  In both diagrams also see Slide no: 4 and the image above there is a direction flow form the sender to the receiver.
  • 9. Lasswell Formula  Who? Says what?In what channel?To whom? With what effect?  The arrow () symbolize the direction of the flow.
  • 10. Formula’s Basic Ideas  Lasswell was primarily concerned with mass communication and the manipulation of the public opinion.  The basic idea of his formula is to show us the direction which we should follow each time in all kinds of research.('control analysis', 'effects research' and so on).
  • 11. Conclusion  The signals which are broadcasted from the Media are equal to each recipient. The Effect level differs because each of us response(react) back with different way.  A similar theory that it has to be examined by having a full scale idea of these kinds of effectiveness is the rationalization theory in order to understand the previews theories. I believe that is more effective if you catch the audience unprepared.
  • 12. References  Lazarsfeld, P.F., Berelson, B. & Gaudet, H. (1968). The people’s choice: How the voter makes up his mind in a presidential campaign. New York: Columbia University Press.  Croteau, David and William Hoynes Media/Society -- Industries, Images and Audiences London: Pine Forge Press, 1997.  DeFleur, Melvin L. Theories of Mass Communication New York: Longman Inc., 1989  Lowery, Shearon and Melvin L. DeFleur Milestones in Mass Communication Research: Media Effects New York: Longman Inc., 1983.  Severin, Werner J. and James W. Tankard, Jr. Communication Theories -- Origins, Methods and Uses New York: Hastings House, 1979.  Watson, James and Anne Hill A Dictionary of Communication and Media Studies New York: St. Martin's Press, Inc., 1997  Katz, E., & Lazarsfeld, P. (1955), Personal Influence, New York: The Free Press.  http://www.scribd.com/doc/59728312/The-Lasswell-Formula/access 28.10.11  http://www.utwente.nl/cw/theorieenoverzicht/Theory%20clusters/Mass%20Media/Hypodermic _Needle_Theory.doc/access 30.10.2011  http://knowfourthestate.wordpress.com/2009/02/20/laswell%E2%80%99s-theory-of- communication/access 31.10.2011  http://philipatawura.wordpress.com/2010/03/21/the-effects-of-the-hypodermic-needle-theory- of-the-media/access 31.10.2011