hypodermic needle theory

MAGIC BULLET/ HYPODERMIC NEEDLE/ STIMULUS RESPONSE THEORY

Before the first World War, there was no separate field of study on Communication, but knowledge about mass communication was accumulating. An outcome of World War I propaganda efforts, the Magic Bullet or Hypodermic Needle Theory came into existence. It propounded the view that the mass media had a powerful influence on the mass audience and could deliberately alter or control peoples' behaviour.

Klapper (1960) formulated several generalizations on the effects of mass media. His research findings are as follows: "Mass-media ordinarily does not serve as a necessary and sufficient cause of audience effect, but rather functions through a nexus of mediating factors and influences. These mediating factors render mass-communication as a contributory agent in a process of reinforcing the existing conditions."

The main mediating factors which he considers responsible for the functions and effects of mass communications are

- selective exposure i.e., people's tendency to expose themselves to those mass communications which are in agreement with their attitudes and interests; and

- selective perception and retention i.e., people's inclination to organize the meaning of mass communication messages into accord with their already existing views.