One-step flow theory
This theory is also known as the hypodermic needle theory, magic bullet theory, and, powerful effect theory. According to the prior scholars of communication, the mass communication medium is so much affected that they can easily change people's ideas according to their own. Even they also have that much power to change the voting decision of people. This is a sender-receiver-centric model. According to this model, the sender sends a message and the receiver accepts it as it is.
One-step flow theory direct hits people's minds and changes their ideas, and thoughts regarding any particular issue. The receiver is passive here and accepts everything that comes through mass media as it is without any reaction. Hypodermic Needle Theory, also known as Magic Bullet Theory (hypodermic syringe model or transmission-belt model) was promulgated by Harold Lasswell in the 1920s. It was written in the book “Propaganda Technique” in the World War.
The theory is a linear model of communication and talks about the media’s power over the audience. The message, in this theory, is said to be like a magic bullet that enters the minds of the audience and injects a particular message. The theory explains how media controls what the audience views and listens to and the effects, which can be immediate or later in the future.
The words bullet and needle are used to show the powerlessness of the audience as media impacts public opinion and behavior change. The theory was also influenced by the media behaviorism of the 1930s.
Concepts in Hypodermic Needle Theory
The popularization of mass media along with the increase in the advertising industry or propaganda has affected, both positively and negatively, the audience. It is dangerous, as a huge mass is influenced directly and at the same time. Messages injected can have the desired response which can cause problems and destruction or rule and uniformity.
The audience cannot resist the received message from the media and it creates uniform thinking among people. A fixed mindset and perception are created. Even a single piece of information can cause many brain alterations and change opinions subconsciously.`
The public is taken to be vulnerable as the message is always infused and the media is tremendously strong. The theory believes that there are no other sources of media or alternative media to compare the media’s message to. Media is the strongest in the time of crisis and in times of war when people depend on media for all their information. The theory was said to be used in Second World War by Germany and US.
The theory is said to be based on assumptions and not empirical findings. It is based on the supposition of human nature or biological nature. External stimuli are considered to encourage instincts and reactions.
“People’s Choice” is a study conducted in 1940 by Lazarsfeld about the election campaign of Franklin D. Roosevelt, which found that only a few specific messages are injected into the audience by media. People are more influenced by interpersonal communication.
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Features of Hypodermic Needle Theory
Humans are believed to act uniformly to their stimuli and instincts.
Media injects or inserts messages into people’s brains as propaganda and manipulation like that by a bullet or syringe.
Messages have their own intention and are sent to get desired outcomes.
The effect of messages is supposed to be encompassing, strong, immediate and dangerous.
Messages are supposed to create public opinion and change behavior of the audience.
A mass of people is made to think in a similar way by the media.
The audience is always thought to be vulnerable and passive.
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Examples of Hypodermic Needle Theory
“Panic broadcast” was when the radio adaptation of H. G. Wells’ play “War of the Worlds” was being broadcasted as a radio drama in 1938 as a Halloween episode which was directed by Orson Welles. The play was presented as news bulletins. Citizens understood the play as people from other planets attacking a place in New Jersey. A large group of the population believed the broadcast and the message of alien invasion caused a mass panic to millions of people.
The Germany Hitler’s Nazis used film industry for Propaganda and they produced lots of movies about their achievements which made a great impact in German's mind
Similarly, in Second World War, the German leaders used the movie industry to show their power in the world and unify the people for war in the 1940s. Later, U.S. also used its own movie industry to create a negative image of the Germans and portray them as evil. They justified their actions to their own people with the help of the media. News is often biased and exaggerating too.
The gender role concept has also been injected into every person’s mind. According to it, all women must be thin, tall, fair, romantic, and things like that. The brain takes information from advertisements and changes our opinions on a subconscious level without us realizing it. Media has been changing the self-image of every person.
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Criticisms of Hypodermic Needle Theory
The message flow is always from sender to receiver or top to bottom.
The audience is passive and susceptible and is easily influenced by the message which might not be true every time. But the reactions of people differ. Some people can be passive whereas some people might not believe in media.
The theory has been proven to fail by many studies like “The People’s Choice” research for voting patterns and political behavior during the time of Franklin D. Roosevelt. The study showed that the pattern was affected by media in a minimum amount but was more affected by interpersonal communication. Studies show that media has a selective influence on mass.
The theory is not taken as empirical (verifiable by observation or experience rather than theory or pure logic).
There are many media options with the growth of media outlets today. The theory is not applicable in today’s world.
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