Hypodermic Needle Theory

Today’s media (news) plays an enormous role in the lives of people in directing a specific perception of the world around them. Most often media conduct's a subconscious effect upon its spectators in which the upshots are deliberately or illdeliberatly towards a particular topic.

The influence of media is ubiquitous as we are all exposed to it, and influenced by the messages they attempt to sell. For example, the trope of science gone wrong is a classic plotline of science fiction that is present enough in media to give anyone a sense of paranoia. Media is indeed a force to reckon with. In a world in which the success of media is based off of its audience, the question arises to: to what extent may media alter truth to gain attention, and how may media influence society’s values?

The mass media has become a big part of our society and its counterparts. In a time span of 50 years this medium has influenced society to an extent where it has created wonders. This immaculate tool can control almost every action we perform, from speaking to the actions that every human being performs in society. The mass media has brought upon a new era of idea's and changes in the world we live in. As we analysis media in depth we will find many aspects of media which overlap and some of the smallest factors and aspects of media, which create the biggest impact on society.

The media has intensely affected society, an effect so immense that people don’t notice its presence sometimes. Individuals become solely

The role of media has often been a subject of much debate, particularly in terms of its role in portraying and conveying truth to the target audience. Some argue upon its utility as a means to disseminate information and to rectify perceptions and facts in the minds of the viewers; while others squabble on the amount of misrepresentation which is often adopted by media as a means to project baseless arguments which lead to severe impact on the minds, especially those who are unlearned and uneducated. In today’s burgeoning era, the role of media still remains a largely disputed topic but fragmentation of media has become a broadly accepted and also, widely noticed phenomenon. Not only have new

Bulletproof vest are made of either ceramic materials, layered Kevlar, metal plating, tensil liquids or a variety of other materials depending on the calibre of the weapon being shielded against. Small hand guns with low power will be effectively protected against by vests made of Kevlar fabric while higher calibre weapons will require more protection. Hand grenades and shotguns may require metal plated vests. (“What is a Bulletproof made of”).

​Over the many years media has had a tremendous impact on society. Media has been responsible for shaping the culture for generations through music, movies and television. It seems logical that since the media has an influence on society’s norms when the media promotes violence and crime the audiences become more likely to imitate those behaviors. The media has been known to contribute to the violent culture through music, art, television and movies (action, suspense and horror); Movies and music where the dominant violent roles were occupied by men and when they involved women they were often accomplices or accessories to the crime. Although they may be amusing they are also exposing the

Postman (1987) claims that television is an evil that destroys the purpose and complexities of public discourse. He argues that important issues are oversimplified and drowned in a sea of irrelevance. Chaffee and Metzger (2001) confirm this assumption by remarking the evolution of print and radio into television and television into new media. Establishing the similarities between Postman’s chief complaints about the television medium and the new media then rearing its ugly head. Chaffee and Metzger indicate the shift in the denotations of mass, media, and communication. With technological advancements, it is impossible to ignore the new media and its impact on modern culture.

This research paper’s purpose is to examine how the media is received, based on an audience analysis on the Orlando nightclub shooting in June 2016. His follows on from the findings of a content analysis on the same topic and used to understand how both the public and the media represent the shooter, Omar Mateen. An audience analysis is used to determine how the public and viewers responded to media content and is used to shape media content (Napoli, 2012, pp.79). A survey responded by peers was used to gather the results, which will be analysed and compared throughout this paper with the findings of the content analysis, and used to understand, not only the representation of Omar Mateen, but also the relationship between the public and the media.

During the early 1900’s audiences were considered to be passive, an audience that merely observed events rather than actively responding to the event in the media. During this time, several theories were developed on the media’s ability to provide information to a group of people that did not think about the information just simply receive the information. Hypodermic Needle Model by Katz &

Media is the most effective method of mass communication. There are many different sources of mass media; broadcast, advertising, digital, hypermedia, interactive, multimedia, new media, news media, print media, published media, recorded media and social media(Dictionary.com 2017). Considering all the different forms media can take, it isn’t all too shocking that media has had an influence on deviant behaviors. The media’s influence though, is attributed to promoting deviance rather than reducing it.

Mass media plays an important role in the society by providing entertainment, information and acting as the government’s overseer. Several scholars have developed philosophies that help people understand how mass media fulfills its roles in the society. For example, Horkheimer and Adorno have constructed theories that explain the functions and impacts of mass media in the society across the globe (Mosco, 2008). The central theme in all mass communication models entails the meaning of media contents, which include the images and texts and their influence on the target audience. The perception of the target audience concerning the text and images in the media are what form the basis of these theories. This essay discusses two hypothetical frameworks: the political economy and cultural studies theories, including their similarities and differences, and how they help in understanding the relationship between the media and society.

Media influence is the force by which ideas are injected into people’s lives shaping the very culture of society. This influence is masqueraded through hidden media message, resulting in a change in its audience which can be positive or negative, abrupt or gradual, short term or long term. Although mass media’s influential effect can reach a wide ranged audience as an agent of socialization the responsibility to contain what it releases has not been of importance. “The media’s socially significant obligations are formally ignored.” (A.S. Zapesotskii, 2011, p 9). Media messages can be exerted through many different outlets such as TV shows, music, movies, commercials, news, magazines, games which are all gravitated to entertain audiences ultimately offering personal gratification that can sometimes blur the lines between reality and

Throughout society, the mass media constantly changes over time. The mass media play a prominent role in informing the public about what occurs within the world, especially in areas which audiences do not acquire direct experience and knowledge. This essay will argue that the propaganda model is no longer valid as it has become outdated. This essay will also discuss the model in relation to the five filters and draw on Rampton's critique of the propaganda model in contemporary society.

The Hypodermic Needle Theory is one of the oldest in the field of media studies. Also known as the Magic Bullet Theory, it states that media has a direct, complete and immediate effect on the audience. The message for the media is directly received and wholly accepted by the user. The audience is considered to completely passive entities that are left at the mercy of the media. Media is considered to be super strong with the potential of mesmerizing its