The document discusses the hypodermic needle theory of mass communication, which suggests that media messages are directly injected into passive audiences, immediately influencing them. It notes that this theory from the 1930s is now considered outdated. The two-step flow model is presented as an alternative, in which opinion leaders influence the public rather than direct media effects. Lasswell's communication formula is also described as analyzing the basic questions of who communicates what through which channel to whom with what effect.

1. Hypodermic Needle
Kleanthis Sotiriou

2. Hypodermic Needle Theory
 Also known as hypodermic -syringe model of
communications and referred to as the magic
bullet.
 According to Katz and Lazarfeld (1955), the
model is rooted in 1930s behaviourism and is
concerned by many to be no longer exist.

3. Katz and Lazarfeld
 The Phrasing Hypodermic Needle is by giving the
image of direct effect (embolism) messages into
individuals.
 Two Step Flow Model (Conceptual Model ) Slide No :
4

4. Two Step Flow Model

5. Bullet Theory VS Hypodermic Needle
 The message is a bullet, fired from the "media
gun" into the viewer's "head".
 The hypodermic needle model suggests that
media messages are injected straight into a
passive audience which is immediately
influenced by the message.

6. Factors which contribute :
 Speedy increase of popularized media (Radio and
Television).
 Industries Persuasion by (Advertising and Manipulation of
Public opinion)
 Impact of motion pictures on children (Payne Fund studies
1930s)
 Hitler's Nazi party ( by the monopolization of the mass
media during WWII)

7. Explaining the Two step Flow
 On the previews diagram (see slide no : 4 )indicates
the two step flow.
 The mass media could influence a very large group of
people directly and uniformly by ‘shooting’ or
‘injecting’ them with appropriate messages designed
to trigger a desired response.

8. Explaining the Two step Flow
Source Message Mass Media  Opinion
Leaders  Public
 The arrow () symbolize the direction of the
flow.
 In both diagrams also see Slide no: 4 and the
image above there is a direction flow form the
sender to the receiver.

9. Lasswell Formula
 Who? Says what?In what channel?To
whom? With what effect?
 The arrow () symbolize the direction of the
flow.

10. Formula’s Basic Ideas
 Lasswell was primarily concerned with mass
communication and the manipulation of the
public opinion.
 The basic idea of his formula is to show us the
direction which we should follow each time in
all kinds of research.('control analysis', 'effects
research' and so on).

11. Conclusion
 The signals which are broadcasted from the Media
are equal to each recipient. The Effect level differs
because each of us response(react) back with
different way.
 A similar theory that it has to be examined by having
a full scale idea of these kinds of effectiveness is the
rationalization theory in order to understand the
previews theories. I believe that is more effective if
you catch the audience unprepared.

12. References
 Lazarsfeld, P.F., Berelson, B. & Gaudet, H. (1968). The people’s choice: How the voter
makes up his mind in a presidential campaign. New York: Columbia University Press.
 Croteau, David and William Hoynes Media/Society -- Industries, Images and Audiences
London: Pine Forge Press, 1997.
 DeFleur, Melvin L. Theories of Mass Communication New York: Longman Inc., 1989
 Lowery, Shearon and Melvin L. DeFleur Milestones in Mass Communication Research:
Media Effects New York: Longman Inc., 1983.
 Severin, Werner J. and James W. Tankard, Jr. Communication Theories -- Origins, Methods
and Uses New York: Hastings House, 1979.
 Watson, James and Anne Hill A Dictionary of Communication and Media Studies New York:
St. Martin's Press, Inc., 1997
 Katz, E., & Lazarsfeld, P. (1955), Personal Influence, New York: The Free Press.
 http://www.scribd.com/doc/59728312/The-Lasswell-Formula/access 28.10.11
 http://www.utwente.nl/cw/theorieenoverzicht/Theory%20clusters/Mass%20Media/Hypodermic
_Needle_Theory.doc/access 30.10.2011
 http://knowfourthestate.wordpress.com/2009/02/20/laswell%E2%80%99s-theory-of-
communication/access 31.10.2011
 http://philipatawura.wordpress.com/2010/03/21/the-effects-of-the-hypodermic-needle-theory-
of-the-media/access 31.10.2011