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HYPODERMIC NEEDLE
Kleanthis Sotiriou
HYPODERMIC NEEDLE THEORY

 Alsoknown 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



     Says what?In what channel?To
 Who?
 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/Hypode
    rmic_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 theory

  • 2. HYPODERMIC NEEDLE THEORY  Alsoknown 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 Says what?In what channel?To  Who? 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/Hypode rmic_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