What does the hypodermic syringe approach say about the relationship between the mass media and the audience?
What does the hypodermic syringe approach say about the relationship between the mass media and the audience?
One of the prominent theories about how the mainstream media affects viewers was the Hypodermic Needle/ Syringe Theory. It was created in the 1920s and 1930s as a result of the studies to find out the impact of propaganda during World War I. The Hypodermic Needle Theory is a communication theory that proposes that media signals are explicitly pushed into the minds of a passive consumer.
According to the hypodermic syringe approach to media impact, there is a clear link between aggression and anti-social conduct depicted in movies, tv, video games, song lyrics, and actual violence and anti-social activities such as substance use and juvenile crime. Children and young adults are susceptible to digital content, according to this framework, since adolescents are still in the initial stages of social conditioning and thus easily influenced. Believers of the hypodermic syringe paradigm cite a variety of movies as examples of teenagers engaging in violent acts.
Media communication is similar to a pistol shooting data bullets at a passive consumer, according to the hypodermic needle theory. It was argued that there is a clear causal connection between aggressive real-life crime and violence in movies, tv shows, and video games. It claimed that such media material has a disproportionately harmful impact on impressionable youngsters.
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