Audience Research

Hypodermic Needle Model(Magic Bullet Theory)

Uses and Gratifications Model

Hypodermic Needle Model(Magic Bullet Theory)

The hypodermic needle model is the theory that the mass media could influence a large group of people directly by ‘injecting’ them with appropriate messages designed to trigger a response.

Both images used to express this theory (a bullet and a needle) suggest a powerful and direct flow of information from the sender to the receiver. The bullet theory graphically suggests that the message is a bullet, fired from the "media gun" into the viewer's "head".

In the 1940’s and 50’s factors such as the rise and popularization of radio and television, also advertising and propaganda contributed to those two decades being perceived as a powerful influence on behaviour change.

With similarly emotive imagery the hypodermic needle model suggests that media messages are injected straight into a passive audience which is immediately influenced by the message. They express the view that the media is a dangerous means of communicating an idea because the receiver or audience is powerless to resist the impact of the message. There is no escape from the effect of the message in these models. The population is seen as a sitting duck. People end up thinking what they are told because there is no other source of information.

This theory was tested on 30th October 1938 when a radio broadcast of ‘War of the Worlds’ was interrupted with a "news bulletin“ claiming that Earth, specifically New Jersey, was being invaded by aliens.

It became known as the "Panic Broadcast" and changed broadcast history, social psychology, civil defence and set a standard for provocative entertainment. Approximately 12 million people in the United States heard the broadcast and about one million of those actually believed that a serious alien invasion was underway. There was a wave of mass as the nation was in a state of chaos, and this broadcast was the cause of it.

Uses and Gratifications Model

This theory contradicts the Hypodermic Needle theory and focuses on how the media can be used by the population and not the other way around.

There are several needs and gratification for people they are categorized into five categories: •Cognitive Needs

•Affective Needs •Personal Integrative Needs •Social Integrative Needs•Tension Free Needs

Cognitive NeedsPeople use the media for acquiring

knowledge and information. Some people will watch quiz shows or news programmes on T.V. to gain knowledge and information while others will turn to the internet and search engines.

Affective NeedsThis need is in

order to satisfy peoples emotional needs. For example if you are sad you would watch or read something that would make you cry. Or if you were happy you would look for something to make you laugh.

Personal Integrative NeedsThis is a self-esteem need. People would use the

media to reassure their status and gain credibility. They would assure themselves that they have a status in society for e.g. people get to improve their status by watching media advertisements for jewellery and furniture and buy products, so the people change their life style and media helps them to do so.

Social Integrative NeedsUsing the media for social purposes. In

modern times people are using the media for social interaction by using social networking sites such as Facebook and Twitter, satisfying their social needs.

Tension Free NeedsPeople sometimes use the media as a means

of escapism and as a relief from tension. Each need is different per individual for example some will relax and escape through television or radio whilst others will prefer to immerse themselves in films or reading.

ReferencesHypodermic Needle Model

Uses and Gratifications Model