Hypodermic Needle - Theory

The hypodermic needle is an idea suggesting that an intended message is directly received and wholly accepted by the receiver. The model is rooted in 1930s behaviourism and is largely considered obsolete today.

The theory suggests that 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. 

The "hypodermic needle theory" implied mass media had a direct, immediate and powerful effect on its audiences. The mass media in the 1940s and 1950s were perceived as a powerful influence on behaviour change.

The theory is now not widely recognised anymore in society today because there is not enough evidence to suggest the theory to be true. Only a small amount of the audience believe the press and would act on the ideas instigated by the press.

The classic example of the application of the theory was illustrated on October 30, 1938 when Orson Welles broadcasted the radio edition of H.G. Wells' "War of the Worlds." On the eve of Halloween, radio programming was interrupted with a "news bulletin" for the first time. What the audience heard was that Martians had begun an invasion of Earth in a place called Grover's Mill, New Jersey. The audience believed that this news bullion was true and mass panic ensured with raided grocery stores and interrupted religious services.

Media theorists have said that this is the greatest example of the hypodermic needle theory. The broadcast suggested that the media could manipulate the public, leading theorists to believe that this is one of the primary ways media authors shaped audience perception