Follow along with me this Fall 2022 semester as I discuss topics and learnings from my mass communication theory course!
This week in Mass Communication Theory class, we learned about the hypodermic needle theory—also known as the magic bullet theory.
The hypodermic needle/bullet theory explains that mass media injects ideas directly into the minds of individuals and can singlehandedly sway public opinion—like a needle injection or a gun firing ideas into one’s subconscious. This concept can be likened to brainwashing and suggests that audiences will passively accept whatever ideas they are exposed to in the media.
A theory that fires blanks
So, does this mean everyone is being brainwashed by the media? Not necessarily. There are few applicable examples that could be used to support the hypodermic needle theory since its development in the 1920s.
One instance was the 1938 “War of the Worlds” radio broadcast leading a large group of people to believe that aliens were invading the planet. Researchers have since debunked the level of mass panic that was exaggerated by the media. Contrary to newspaper headlines then, the public did not erupt in mass hysteria and knew that the radio broadcast was not real.
Resurgence of the magic bullet in a digital world
Although the hypodermic needle/bullet theory has been disproven by many experts, recent events have brought it back into the spotlight. In the past decade alone, we have seen the rampant spread of misinformation across social media regarding public health and climate change.
The negative impact of false information during the start of COVID-19 was overwhelming. Panicked people were washing their food with bleach, applying disinfectant directly to their skin and ingesting harmful substances in attempt to prevent infections. Headlines also went viral in 2020 about nature healing due to the lack of human activity during the COVID-19 quarantine.
Similarly, misinformation about the 2022 outbreak of monkey pox led the public to misunderstand the virus, how it spreads, and who can get it.
The world of social media has changed the way the public consumes information enabling one-to-one communication (Nwabueze and Okonkwo, 2018, p.5). The algorithmic nature of social media networks can reinforce certain ideas to individuals after constant exposure. Furthermore, studies show that Americans who get their news on social media are less engaged and less knowledgeable about current events. This makes them more susceptible to false information.
“The spread of social phenomena is so powerful…that it can follow same models that trace the contagion of epidemics.”
Don’t believe everything you read on the internet
With social network algorithms and the sheer amount of user generated content being uploaded every day, it can be easy to just scroll keep scrolling and passively react. There are ways, however, to resist the magic bullet.
Always do your own research before automatically believing a Tweet or Instagram post you come across. These posts may lack sufficient evidence. All media in general should be consumed with a critical eye—double check your sources and ask yourself:
Are the authors of a post or article certified as experts in their profession/industry?
What motives might this author or media company have in publishing this content?
Are there multiple articles or content pieces about this topic that can be cross referenced?
Good luck, and happy researching!
Additional References
Chinenye Nwabueze, Ebere Okonkwo. “Rethinking the Bullet Theory in the Digital Age". International Journal of Media, Journalism and Mass Communications (IJMJMC), vol 4, no. 2, 2018, pp. 1- 10. http://dx.doi.org/10. 20431/2455-0043.0402001