Mass Media Effects - Hypodermic Needle Theory

Mass-Media Effects

"Hypodermic Needle Theory"

The perceptual analysis of mass media and its effects on society and culture that I have chosen to research and report upon in this assignment is commonly known as the "hypodermic needle" or "Magic Bullet" Theory. This assimilated method of interpretation is predicated upon the "Powerful Effects Theory" of Mass-Media. There is no doubt that technologies of today have allowed us to advance and expand the flourishing and multi-faceted communications industries, but as a result, our collective society Is frequently media multi-tasking, spending almost every waking hour in a ubiquitous environment, and simultaneously being exposed to messages from different convergence mediums.

These undeniable facts paint a clear picture that shows the magnitude and effectiveness of mass media exposure. We experience so much the media we sometimes don't even realize how much influence it really has on our convalescent society. According to the Powerful Effects Theory we are predisposed to the information that is persistently being pushed upon us through digital convergence with specific intentions to induce brand recognition and media literacy on a sub-conscious level. In other words, shared experiences, knowledge and interests that we consider so important to our culture/society is provided by mass media exposure.

This has a direct, immediate and powerful effect on the audience. As far as history goes, even in the 1940s and 1950s mass media exposure was perceived as a powerful influence on behavior change. Over the years there have been several situational factors that can be specifically identified as the primary contributing elements that led to the solidified relevance of this concept and sequential public literacy through education, reference media, computer-mediated programs, apps, messages, or any other accessible outlet for mass communication. The first of these instrumental factors was the fast rise and popularization of radio and television. Popular culture emerged as a global power in the 20th century and it became an affluent and highly effective method of mass appeal and globalization for marketing any and all corresponding topics.

Next was the emergence of the persuasion industries, such as advertising and propaganda. Finally there was marketing campaigns that have been strongly adaptable in National publications or events that we correlate shared experiences & meaning. One of the best examples of this was Hitler's monopolization of the mass media during WWII to unify the German public behind the Nazi party Core Assumptions and Statements. As people have continued to contemplate and innovate on this theory over the years it has expanded and evolved to fit in a culturally unified way. This theory mass media could influence a very large group of people

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