The Hypodermic Syringe Model

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Created by
Charlie Owens

Cards (8)

  • The Hypodermic Syringe Model is an example of a Direct Effect Theory which Vance Packard in 1957
  • Vance Packard (1957) created The Hypodermic Syringe Model which is an example of a Direct Effect Theory
  • Vance Packard created The Hypodermic Syringe Model which is an example of a Direct Effect Theory in 1957
  • The Hypodermic Syringe Model is also known as the 'Magic Bullet Theory'
  • Vance Packard (1957) argued that the media is like a syringe that injects messages into the audience
  • Vance Packard (1957) primarily focused on advertising but others have applied his work to other forms of media (for example, in Newspapers will seek to influence their readers directly to vote for a particular party)
  • Vance Packard (1957) argued that the media's influence is immediate & powerful and the audience are passive and unable to resist the media's messages
  • However, the Hypodermic Syringe Model does not acknowledge differences between members of the audience and therefore, the audience is seen as homogenous (not everyone will have the same beliefs)