Hypodermic needle/'Magic Bullet' theory

Question 1

What does the hypodermic needle theory suggest about the impact of the media on audiences?

Answer 1

Media has immediate, powerful effect on audience- it injects ideas and views into brains, thus controls how ppl think and behave

Question 2

What view does the hypodermic needle theory express about media as a form of communicating ideas?

Answer 2

Says media is a dangerous means of communicating an idea as the receiver or audience is powerless to resist the impact of the message

Question 3

What does the hypodermic needle theory suggest about audiences?

Answer 3

Passive, seen as having lots of media material ‘shot’ at them

Question 4

What do critics of the hypodermic needle theory state?

Answer 4

Suggest it’s outdated and people consume media in different ways

Question 5

Examples of critics of the hypodermic needle theory

Answer 5

Other theorists eg Stuart Hall suggest media audiences are more active than that and have the ability to accept negotiate or reject media messages

Question 6

Who came up with the hypodermic needle theory?

Answer 6

Harold Lasswell in the 1920s

Question 7

According to Cohen, what are the five stages of moral panic?

Answer 7

1) Something or someone is defined as a threat to values or interests
2) This threat is depicted in an easily recognisable form by the media
3) There is a rapid build-up of public concern
4) There is a response from authorities or opinion makers
5) The panic recedes or results in social changes