Hypodermic Needle Theory

Definition: Hypodermic Needle Theory is a mass communication theory which holds that messages reach individuals personally and media are able to directly influence their opinions and behaviors.
The Hypodermic Needle Theory or (Magic) Bullet Theory originates in US during the period between the two World Wars. Immediately after the creation of mass media their presence in society was strong.
At that time there were limited sources of information and on new mass communication channels. People’s attitude towards mass media, including also those who were not yet media users, was extremely positive.

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More on mass media: Media Bias, Media Functions, Media Management.

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