The hypodermic needle theory

•  The Theory is all about the mass media and how they send a message to their audience. Then its how the audience take in the messages they are been shown. What is it? 
• The "hypodermic needle theory" implied mass media had a direct, immediate and powerful effect on its audiences. • It is said that, much like a needle, there is a powerful and direct flow of information from the sender to the receiver and by ‘injecting’ them with appropriate messages designed to trigger a desired response. • The theory suggests that the mass media could influence a very large group of people directly In more detail… 
• The mass media in the 1940s and 1950s were perceived as a powerful influence on behavior change. Several factors contributed to this "strong effects" theory of communication, including: • The fast rise and popularization of radio and television • The emergence of the persuasion industries, such as advertising and propaganda. In more detail… 
•  The hypodermic needle model suggests that media messages are injected straight into a passive audience which is immediately influenced by the message. It now expresses the view that the media is a dangerous means of communicating an idea because the audience is powerless to resist the impact of the message. People are seen as passive and are seen as having a lot media material "shot" at them. In more detail… 
• The theory started in the 1930’s when this theory was strong in the sense that the mass media could share their ideology to a large audience. • This was due to the fact that compared to now-a-days, there were only a couple of channels so near enough everybody was watching the same channel and the mass media’s messages and ideology were ‘injected’ into a large audience. • This theory is now not as effective as it was back then – but still can be applied to some show of which a mass media are going to be watching such as the X-Factor. • Television has been developed massively which means we have 100’s of channels to choose from which makes it less likely that everyone will be watching the same show all at the same time – which is exactly why this theory has become less effective.