Essay on The Hypodermic-Syringe Model - 815 Words

The Hypodermic-Syringe Model The hypodermic syringe model suggest that the media is alike a magic bullet and when an audience is targeted it will immediately be knocked down when they are hit. The hypodermic-syringe model also suggests that society is passive and the media â€Å"inject† their media influence into society and manipulates it. The Frankfurt school envisioned the media as a hypodermic syringe, and the contents of the media were injected into the thoughts of the audience, who accepted the attitudes, opinions and beliefs expressed by the media without question. This model was a response to the German fascist’s use of film and radio for propaganda, and later applied to American capitalist society. The followers of the hypodermic†¦show more content†¦Theorists since have thought that media could not have such direct effects on the audiences they serve, and consider the media as a comparatively weak influence in molding individual beliefs, opinions and attitudes. Other factors pres ent in society, such as personal contact and religion, are more likely to influence people. The Effects model is considered to be an inadequate representation of the communication between media and the public, as it does not take into account the audience as individuals with their own beliefs, opinions, ideals and attitudes: Audiences are not blank sheets of paper on which media messages can be written; members of an audience will have prior attitudes and beliefs which will determine how effective media messages are. (Abercrombie 1996, 140) Supporters of the Effects model assume the audience is passive in the receiving and interpretation of media texts. Great emphasis is placed on the text itself and its power to directly influence the audience. Meanings in the text are readily available and easy to find. The impossibility to measure media effects is as a result of not being able to isolate the media from all the other potential influences at work in society. This leads to the Effects model generally being disregarded when considering the audiences response to the media. A new approach to the dynamics of audience/text relationship was suggested in the Uses and Gratification model. In this model, theorists were not asking how theShow MoreRelatedHypodermic Syringe Model1453 Words   |  6 PagesUsing material from Item A and elsewhere, assess the usefulness of the Hypodermic Syringe Model of the Mass Media (33 marks) The Hypodermic Syringe Model suggests that the media are strong and the audience is weak and passive. This means that the messages the media portrays, society will instantly believe without questioning the ideas and morals behind this. The model suggests that children are more susceptible to the messages in the media and accept the information provided as they have not fullyRead MoreAssess the usefulness of the Hypodermic Syringe model of the mass media1847 Words   |  8 Pagesï » ¿Mass Media (Q) Assess the usefulness of the Hypodermic Syringe model of the mass media. The hypodermic Syringe Model (HSM) is an early theory model, which believes that there is a direct correlation between the violence and anti-social behaviour portrayed in different media types (e.g. Television, computer games and films). Sociologists found that the most venerable audience to the HSM are children and teenagers. this is because they are still in the early stages of socialization so are thereforeRead MoreExploring Why the Mass Media May Exert Only a Limited Influence Over the Audience1307 Words   |  6 Pagesfunction in most people’s lives and consequently has been blamed fir crime, abortion and the corruption of morals in society. I will attempt to evaluate to what extent the media exerts influence over their audiences by examining the media models. I believe that this is an important issue to consider as the media continues to centre the lives of many difference social groups as on a daily basis, television; radio and newspapers are widely viewed by all types of people all overRead MoreDiscussion of the View that Violence on Screen Can Cause Violence in Society746 Words   |  3 Pagesdisprove the hypothesis that violence in the media can cause violence in society and as a result many theories have been formed. A theory that supports this hypothesis is the Hypodermic syringe model developed by Vance Packard in 1957 and a reflection of the popular belief at the era. The hypodermic syringe model sees the audience as a homogenous mass without any background experiences and therefore immediately affected by what they see in the media. Even though this view isRead MoreHypodermic Needle Theory1128 Words   |  5 Pages Maria Fidela Diosa S. Romana University of the Philippines, Diliman Abstract This paper discusses the Hypodermic Needle Theory – its history, key concepts and criticism. As the theory suggests direct and immediate effect of mass media to its audience, a social phenomenon called ‘copycat crimes’ is analyzed through its lens. The criticisms and ambiguities of the hypodermic needle theory are used to formulate a new theory believed to be more applicable and accurate to social issues andRead MoreMedicl Prduct Company8065 Words   |  33 Pagesus, and it appears that we finally have a chance to resolve, once and for all, some of the issues our European organization has been struggling with over at least the last six years. The recent acceleration in the projected growth rate for our hypodermic and diabetic products makes it possible to discuss possible changes without having to worry about consolidating plants or making substantial reductions in personnel at any plant. We now operate within an organizational structure that allows usRead Morethe effect of mass media3481 Words   |  14 Pageszero models in magazines and eating disorders. Norris (1996), claims that media coverage of political issues can influence voting behaviour. Some early Marxist commentators, particularly those belonging to the Frankfurt School, such asMarcuse (1964), believed that the media transmitted a mass culture which was directly injected into the hearts and minds of the population making them more vulnerable to ruling class propaganda. The hypodermic model of media violence The hypodermic syringe approachRead MoreSociology Essay: â€Å"How Far Would Sociologists Agree That the Media Causes Eating Disorders in Women?898 Words   |  4 Pagesbecome skinny start to diet which eventually leads to serious eating disorders. An example of this is a model that died due to the severity of her eating disorder, anorexia. Isabelle Caro, a 28 year old French model died due to suffering from a respiratory disease which was initially caused by anorexia. This suggests that the media causes eating disorders in women as Isabelle was a catwalk model and in order to be popular on the catwalk she stopped eating which shows that if the media didn’t portrayRead MoreMedia Simply Reflects and Reinforces Existing Social Values Essay1004 Words   |  5 Pagesabout the impact on the public. This includes the hypodermic effect theory, also known as the behaviourist approach, which sees the mass media as not just an influence on society but as being able to directly affect us with a metaphorical, powerful syringe full of messages directly into the mind. Based on the theory that behaviour is learnt through rewards and punishment, the notion here is that the media could provide a model of behaviour which could influence people by showingRead MoreTheodor Adorno s Influence On Popular Music2850 Words   |  12 Pagesserious music. Adorno believed that the notion of standardization that was in popular music acted as way to â€Å"opium of the people† [9] acting through the ways that standardized music is distributed. This happens through a process known as hypodermic-syringe model, â€Å"this model suggests that the audience passively accepts the message ‘injected’ into them by the mass media.† {10] The listeners consume popular music unknowingly and unwillingly. â€Å"Standardization of song hits keeps the consumers in line by doing