The Hypodermic Needle Theory, also known as The Magic Bullet Theory, is one of the earliest communication theories. This theory suggests media messages are “injected” into the audience and fully accepted. Simply put, the media told me so, therefore it’s true. It’s an interesting concept to think about. Do we truly immediately accept what the media says? In some aspects I believe we do. However, this theory has since been less accepted since media has changed from a linear model to a 2 way communication channel.
When we truly think about it, we all have been influenced at least once in the way this theory suggests. When I think about this theory surrounding traditional media, my mind goes to the “As Seen on TV” products. The infomercials that oversell the product and make you think wow I NEED that, only to buy the product and realize it’s not at all like what they showed. The media showcased this amazing product and we fully believed everything they said.
One specific product that took the world by storm was the Air Curler. This was way before the Dyson Air Wrap, and was an attachment for your blow dryer. It claimed to curl your hair effortlessly. This product was all over YouTube, Instagram, and even took over my friends’ lives. We can see the comparison below of how it was advertised vs. how it actually was. This product made everyones hair extremely messy and tangled. This is just one example of how the media can influence thousands, if not millions of people.
In the age of social media, influencer and celebrity sponsorships are equivalent. I think we all remember the Sugar Bear Hair saga, or more recently Bloom Nutritions. Both of these products were heavily promoted by celebrities and large influencers. These products were both gimmicks and have received major criticism since. Yet, we saw millions of people influenced into purchasing the products. It’s extremely frightening how much influence the media can have on us.
This theory believes that the media is like a drug, and they aren’t entirely off. Research has proven social media targets the same dopamine triggers that drugs do, causing the cycle of addiction. While this theory may have some merit, I think we are less susceptible to the media these days. Reflecting on how I respond to the media, I believe I am less vulnerable than this theory states. When seeing different stories or promotions, I take it with a grain of salt. We understand the media is a highlight reel that shows the best aspects of everything. Now, society has grown to be more resistant to the influence of the media.
The media can significantly alter and influence our psyche. It infiltrates our mind and influences what we believe. Understanding this theory can help reduce that risk and lessen our vulnerability. While the media has significantly evolved since this theory was introduced, it can still be applied today to understand how specific messages can influence you.