THE HYPODERMIC NEEDLE THEORY

The hypodermic needle theory is one of the notable theories that looked at the relationship between audience and media. This theory was developed in the early 1920s with the beginning of mass media, radio and cinema. One of the prominent theorists of the hypodermic needle theory was Harold Laswell(1927).
Some propounders of the theory viewed the audience as passive viewers who are directly affected by what they view. the media content considered as "A magic bullet" is shot directly at the masses, penetrating their minds. to this effect the media is able to shape public opinion and persuade the masses towards any point of view.



Harold Laswell's use of simile to compare the media to the hypodermic needle is very thought provoking. By this Laswell explains how the media injects ideological biases into their audience in order to contaminate or "brain wash them". Laswell's use of the hypodermic needle theory only talks about the impact of the media on the audience who are mostly considered as inactive and passive, without considering responses from the audience.