User:G Kielkucki/Hypodermic Needle Model

Lead:
With the many different types of mass media that have appeared over the past 20 years, a question arises relating to the relevance of the Hypodermic Needle Model. Does the theory still hold true now that anyone can participate in mass communication, not just major media outlets?

Article body:
Many of today’s communication scholars tend to argue that the Hypodermic Needle Theory does not hold much value with the evolution of mass media for one major reason: we are not a passive audience. A key part of the theory is that the audience receiving the message from the media is passive, simply letting media outlets “inject” their messages into the heads of their viewers as a doctor would with an actual needle, hence the name of the theory. However, as time has gone on, audiences have grown less and less passive, becoming more active in their participation and interaction with the media. We are more inclined to pick and choose what messages to interact with; ignoring certain posts or live streams while paying attention to others and absorbing that information.

An example of this is extremist messages on social media linked to terrorist groups. Since the attacks on 9/11, social media and technology has made it easier for attackers to spread their ideologies and recruit new members across the globe. Terrorists will utilize these platforms to spread a particular narrative that attempts to persuade viewers to agree with their particular side, proving that there is a strong link between communication and terrorism. In response to these messages, the current government strategy is to simply remove the extremist messages from social media, assuming that by taking away the “bad” will result in the “good.” But, does it truly stop these attackers from spreading their messages or does it fuel their anger and will to keep going? The argument against the theory goes on to say that by taking their posts down, it only perpetuates the issue (Archetti, 2015). With this argument, another question arises: if the Hypodermic Needle Theory does not hold relevance here, what theory would apply to the extremists' tactics? Researchers have yet to find the answer to this question because of the constant changes that happen in the world of mass communication.

Even though there are scholars that dispute the Hypodermic Needle Theory, there are still some individuals who feel that the theory does still hold relevance in modern media and mass communication. In particular, Bruce Finklea uses the example of Orson Welles's War of the Worlds broadcast to explain how there are still people in the world who are more vulnerable to manipulation tactics that can be used by mass media outlets. By comparing the 1938 broadcast to social media hoaxes and fake news, Finklea makes the argument that the Hypodermic Needle Theory still holds relevance. Even though we may not be a passive audience, there are people who can be considered more passive rather than active (Finklea, 2017).

In regards to the question of relevance of the Hypodermic Needle Theory, the answer is not conclusive. Communication scholars do not agree on an answer as the media is constantly changing and not every communication theory can apply to every situation. While the use of the Hypodermic Needle Theory may be becoming less common, there are still situations where the theory does apply.