Thursday 19 November 2015

Planning: The hyperdermic needle theory


The hypodermic needle theory is entirely metaphoric- the first suggestion being that the different messages from the media are injected into the audience consuming them- it is powerful, and the audience cannot resist its effects.

The most alarming suggestion is that the media acts like a drug upon its consumers- hence the effect of the hypodermic needle. The audience is described as being drugged and addicted.

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