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the metaphor of a hypodermic needle injecting its ideas into the bloodstream of a trusting public

William Gamson

#hypodermic needle theory #mass audience #manipulation

The hypodermic needle theory was developed during the 1920s and suggested that the media exerted a strong influence on society by "shaping and manipulating people's public attitudes - their likes and dislikes, pros and cons regarding political, economic, and social matters" (Shaw, 1979, p. 96). This theory assumed that audiences were a homogenised and undifferentiated mass, passively consuming content.

"The hypodermic-needle model postulated an immediate, direct, and, most importantly, a powerful effect of media messages on whoever was reading or listening to them" (Shaw, 1977, p. 230)

This picture visually displays "the metaphor of a hypodermic needle injecting its ideas into the bloodstream of a trusting public" (Gamson, 1988, p. 162).

Although, Gerbner (1983) believes that this theory of media influence can only be seen during wartime propaganda (p. 359). Wartime propaganda is most infamously witnessed during World War I conscription and Nazi propaganda in World War II.

#hypodermic needle theory #manipulation #homogenised #mass audience #power

the first modern effort at systematic, nationwide manipulation of collective passions

Jack Roth

#WWI #propaganda #manipulation

Gamson (1988) discusses the use of propaganda during World War I and its relation to the hypodermic needle theory. He claims the war was described as "the first modern effort at systematic, nationwide manipulation of collective passions" (Roth cited in Gamson, 1988, p. 162).

The photo of Uncle Sam is an example of the 'dictate' technique, meaning "an authoritative order or command” (Dictionary.com, 2013). Uncle Sam is a clear example of how the media is used to manipulate the public's attitude because during World War I this renowned figure represented a symbol of patriotism to facade the coercion evident in conscription.

#WWI #Uncle Sam #conscription #propaganda #hypodermic needle theory

Völkischer Beobachter (translated ‘People's Observer’) is another example of propaganda used during wartime, however in the case of World War II. The People's Observer was the official daily newspaper of the NSDAP (Nazi Party). After Adolf Hitler's rise to power, all regular press in Germany became subject to Nazi editorial (Welch, 1993).

The hypodermic needle theory is exerted in this print press medium as it was assumed that all German citizens passively consumed the content published in these Nazi newspapers without protest.

#German #Nazi #propaganda #WWII #adolf hitler #hypodermic needle theory #newspaper

'pathetic lump of clay' readily molded to suit the advertiser's needs

Garth Jowett & Victoria O'Donnell

#advertising #audiences #media #hypodermic needle theory

On a more modern perspective, Jowett and O'Donnell (2012) discuss subliminal advertising as another variation of the hypodermic needle theory. They discuss concerns about manipulative advertising assuming that the public is a " 'pathetic lump of clay' readily molded to suit the advertiser's needs" (p. 155).

In comparison to the direct and straightforward manner of propaganda mentioned previously, advertisers have conducted extensive research to manipulate audiences in a much more discrete way. This includes demographic and psychological analyses of specified target markets (Jowett & O'Donnell, 2012, p. 156).

#couch potato #advertising #hypodermic needle theory #modern

Although the hypodermic needle theory has been clearly demonstrated through wartime propaganda - and even modern advertising – there has been a definite redistribution of power amongst the producers and audiences of media. This is largely accredited to the participatory culture present in social media networks, such as Twitter.

Twitter, meant for social networking, has become involved in political communication in recent years. Many politicians, such as Barack Obama and Kevin Rudd, have used Twitter as a means of communication to the public with the intention to influence follower's opinions on political issues (Parmelee & Bichard, 2012, p. 2).

However, it is not only politicians who are getting involved with political communication on Twitter, so is the public.

#hypodermic needle theory #twitter #redistribution of power #social media #politics #participatory culture

the government can play many roles when it comes to new technologies. It can be a consumer of them, a subsidiser of their development, and a regulator of their distribution and use

Eszter Hargittai

#government #social media

In 2011, Egyptians were outraged at the abuse of power exerted by the government and the current president, Hosni Mubarak. In response, citizens sought social media as communication mechanisms to other Egyptians, as well as the international community. This gave the country a 'voice' before government intervention could suppress the protests (Bhuiyan, 2011, p. 15).

Hargittai (2000) explains how "the government can play many roles when it comes to new technologies. It can be a consumer of them, a subsidiser of their development, and a regulator of their distribution and use" (p. 53). In the case of the Egyptian Revolution, the government chose to dominate the latter.

#egyptian revolution #twitter #government power

social media established a democracy where everyone is able to express an opinion through the Internet

Serajul Bhuiyan

#social media #democracy

While the Egyptian government decided to exert the hypodermic needle theory and abuse their authoritative power, citizens decided to take political matters into their own hands through the use of Twitter.

Bhuiyan (2011) states that “social media established a democracy where everyone is able to express an opinion through the Internet” (p. 18). As mentioned previously, this gave the community a ‘voice’ and the ability to “ignite political reform and social action” (Bhuiyan, 2011, p. 18).

The example of the Egyptian Twitter Revolution demonstrates how a redistribution of power has allowed media audiences to drift away from a homogenised and undifferentiated mass (hypodermic needle theory) to an individualistic society who blurs the lines between producers and audiences of media.

#egyptian revolution #twitter #social media #egypt #politics

Bibliography

Bhuiyan, S. I. (2011), Social Media and Its Effectiveness in the Political Reform Movement in Egypt, Middle East Media Educator, 1(1), p. 14-20

Dictionary.com (2013), dictate, Retrieved October 29, 2013, from Dictionary.com: http://dictionary.reference.com/browse/dictate?s=t

Gamson, W. A. (1988), The 1987 Distinguished Lecture: A Constructionist Approach to Mass Media and Public Opinion, Symbolic Interaction, 11(2), p. 161-174

Gerbner, G. (1983) The Importance of Being Critical - In One's Own Fashion, Journal of Communication, 33(3), p. 355-362

Hargittai, E. (2000), Radio's Lessons for the Internet, Communications of the ACM, 43(1), p. 50-57

Jowett, G. S. & O'Donnell, V. (2012), Propaganda & Persuasion (5th ed.), Thousand Oaks: SAGE Publications

Parmelee, J. H. & Bichard, L. S. (2012), Politics and the Twitter Revolution: How Tweets Influence the Relationship between Political Leaders and the Public, Lanham: Lexington Books

Shaw, E. F. (1977), The Agenda-Setting Hypothesis Reconsidered: Interpersonal Factors, International Communication Gazette, 23, p. 230-240

Shaw, E. F. (1979), Agenda-Setting and Mass Communication Theory, International Communication Gazette, 25, p. 96-105

Welch, D. (1993), The Third Reich: Politics and Propaganda, London: Routledge

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