Media as a Hypodermic Needle

The Hypodermic Needle Theory, otherwise known as the Magic Bullet theory, is the first theory I will look at that has to do with the impact of media on our lives. Although its validity has been disproved, it was an influential and widespread belief when it first emerged. The basic premise is this: the media can control our thoughts, beliefs and most importantly, our actions. I guess back then they assumed we were a uniform body of vulnerable brains. An article on Wikipedia describes the symbolism of the needle like this:

 

 “the needle is meant to give a mental image of the direct, strategic, and planned infusion of a message into an individual”

You can see why people would have this view about the media. Straubhaar & LaRose use the war with Spain in 1898 as an early example of the theory. The exaggeration (and false accusation) in the media of Spain sinking a U.S. battleship pushed an angry United States into war. Propaganda in World War I also prompted a bunch of people to take action, and form opinions. The media was directly influencing society, and why wouldn’t it? Back when variety wasn’t as present in news coverage people could only get information from so many places. Lewandowski (2010) explains that the theory itself formally emerged after studies were conducted on the propaganda used in World War I, in the mid to late 1930’s.

Here is an example of World War I propaganda:

So does this theory have any relevance in today’s society? I’m willing to argue that it does (to a certain extent). Propaganda and persuasion still exist in today’s society. Persuading someone to think, feel, and act a certain way is what the hypodermic needle theory is all about. China is currently exercising this theory by using the media to suppress whispers of an anti-government rally. With all the protests occurring in Tunisia, Egypt, and Libyia, Chinese officials are increasing preventative measures. A local newspaper stated that people outside of China “were creating and spreading false news to incite illegal gatherings” and urged people to “protect stability” and ignore these temptations. China has intensified their propaganda in order to convince citizens that a protest or rally would be ill advised. I guess the Chinese will never really know if the call to protest came from inside or outside of the country, but Chinese officials are doing everything in their power to make people believe that a rally would not be successful, therefore influencing the actions of everyone they come in contact with.

References:

N Lewandowski. 2010. EHow. Magic Bullet Theory in Mass Media. 
http://www.ehow.com/facts_5408403_magic-bullet-theory-mass-media.html  

M&C. China intensifies propaganda against street politics. March 6, 2011. http://www.monstersandcritics.com/news/asiapacific/news/article_1623963.php/China-intensifies-propaganda-against-street-politics

Needle picture

http://nabbycat.files.wordpress.com/2010/09/needle_pink.jpg

Propaganda picture 

http://web.viu.ca/davies/H482.WWI/poster.US.DestroyThisMadBrute.jpg

Uggs picture

http://shop.frostshoes.com/graphics/sparklesg_lg.jpg