Sharpshooter or Scatter Shot?
Rethinking Media Influence

So, what is the Hypodermic Needle Theory?

The Hypodermic Theory, also known as the Bullet or Magic Bullet Theory, suggests that media has a direct, immediate, and powerful effect on viewers, akin to a needle injecting substances into a body. That media was so influential that it could target large audiences, who would be instantly ‘injected’ with carefully crafted messages, receiving and accepting them wholly, and respond as intended.

A little background…

This theory emerged from observations made by two of the prominent names in communication theory, Wilbur Schramm and David Berlo, during the late 1920s and early 1930s. This was a time marked by innovations like radio, which reached larger populations and facilitated the study of mass communications.

But does it work?

A classic example is Orson Welles’ 1938 radio broadcast of “War of the Worlds” on Halloween night. The broadcast portrayed a realistic alien invasion, causing panic among many of its millions of listeners who believed it was genuine news. However, not all listeners panicked; some listeners called police stations, newspapers, or the station itself to verify the broadcast. This shows that while the theory works on some but does not work on all, which limits its credibility.

Are You Vulnerable to Media’s Influence?

Everyone can be vulnerable to the media’s influence, depending on how consume information. Are you a passive or an active consumer? Do you gather information from different sources and compare them?  As I grow older, I find myself more resistant to media influence and tend to get my news from a variety of media outlets, using critical thinking skills to form my own opinion. But, I’m not completely immune to taking information as face value; sometimes, I form opinions based on headlines or clips heard in passing without much investigation.

In Use Today: Current Examples

Recent research has suggested that this theory may resurface in various ways due to the influence of social media but may not be fully realized due to additional factors.

Covid-19 Pandemic

During the early stages of the Covid-19 pandemic, misinformation and false reports on social media led some people to act on unverified information. Debates over vaccination, mask-wearing, and false claims that garlic or bleach could kill the Covid-19 virus caused many to accept and act on this unverified information without question, reflecting the theory. Research found that this theory was in use during the pandemic for both traditional and social media, making a new finding since it had never been studied during a crisis.

Risky practices using bleach during the pandemic [source: https://www.cnn.com/2020/06/05/health/bleach-americans-cleaning-covid-trnd/index.html]

No matter what side of the aisle you’re on, misinformation and political ads on social media can lead people to believe or act on unverified information without critically evaluating it. The volume of information makes it difficult to distinguish truth, demonstrating the theory for passive consumers and debunking it for active consumers using critical thinking skills.

Advertising / Sales

Recently, I came across an Instagram advertisement for LED light masks to combat aging and acne. The compelling before and after images and testimonials almost convinced me to spend over $400. I had become a passive consumer but quickly remembered reading an separate article which made me reconsider.

Instagram Ad for an LED Light Mask: https://www.instagram.com/p/C7YCsqesDkT/

Avoid the Pinch

It’s important to be an active consumer of information and to think critically about the information you receive. This will help you make informed decisions and avoid being manipulated by the media.