Hypodermic Needle theory

Hypodermic Needle Theory

This is a theory used as an attempt to explain how audiences act towards media. It suggests that audiences passively receive information via media text and the audience would not challenge or process the information. This theory reached popularity when mass media was very new and mainly used in propaganda.

 This theory implies that mass media has a powerful and direct effect on audiences. This suggests that the media works like a drug and the audience is addicted to the effect.