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The hypodermic syringe model is a theory of media effect on audience. The term is used
to describe interaction between the media and public belief, offering the concept of
people becoming affected by the information 'injected' into them through their
information medium. (For example, television viewers would have their minds injected
with sex and violence after watching too many graphically violent programmes, and this
would affect their views and behaviour). The model tends to see contemporary society, as
Greg Philo, a challenger of this theory says: 'composed of fragmented individuals who
were subject to powerful and effective propaganda messages which they received and
then reproduced...'
An example of the hypodermic syringe model in action could be applied to the murder of
Jamie Bulger, before which the two appallingly young murderers of the toddler had been
discussing violent films that they had seen. It is generally believed that the films that the
two had watched affected their behaviour, causing them to want to 'try out' some of the
things they had seen on screen. However, problems with this model is that it tends to
view the individual as a passive member of a large audience with no will or opinions of
their own; it disregards other factors and differences in individual reception of media
messages. The general view is that the hypodermic syringe model is an outdated early
attempt by sociologists and psychologists to explain the relationship between the public
and the media. Is it really possible for people to receive the media message unadulterated
and in it's entirety? Even if they do, how will it affect their behaviour, if indeed it does?
Audiences are not blank sheets of paper on which media messages can be written;
members of an audience will have prior attitudes and beliefs, which will determine how
effective media messages are. (Abercrombie 1996, 140)
This may be the case, but whenever a situation such as the murder of Jamie Bulger
occurs, the media often adopt the hypodermic syringe theory to reiterate the moral panic
that they begin over the issue.
A differing theory is the 'two step flow' model, which, in contrast to the hypodermic
syringe model, argues that the audience is more likely to be 'opinion leaders' who expose
themselves to more documentaries and newspapers in order to form better rounded
opinions, then pass the information on to others. Katz and Lazarsfeld simplified this to
'attitudes and ideas flow FROM radio and print TO opinion leaders and FROM THEM to
the less active sections of the population.' However, although the model focuses less on
everyone being mindlessly affected by the media message and more on the absorption of
concepts and the sharing of information, the model fails to address the idea that the media
is accessible to everyone- whether opinion leaders or not, people still can and will listen
to the radio, watch the television or read the newspapers. This model is only a little less
worse than the hypodermic syringe model, as the latter assumes that we act and think
according to what the media tells us whereas the former assumes that we act and think
according to what our 'opinion leaders' tell us. Surely if the hypodermic syringe model is
not a true expression of the media experience then the two-step flow model is merely an
extension of the same? Why shouldn't the media hire the 'opinion leaders' as agents??
However, the theory disagrees with the hypodermic syringe model in the enormity of
effect produced by the media: in this model the recipients of the information are unlikely
to act upon it in the way that the 'injected' hypodermic syringe model audience would.
Other sociologists have researched theories that look at different circumstances that exist
in viewing audiences; these theories are otherwise known as active audience models. This
means that as individuals or as groups (e.g. cultural groups), the audience manipulates
information to create their own interpretations of events and reality-a collective effect
such as is proposed in the hypodermic syringe model is therefore unlikely.
One such exploration of the dynamics of audience/media relationship is the Uses and
Gratifications model, which suggests that the audience has specific needs that are
satisfied by the media. Blumler and Katz (1974) identified these as being:
·Diversion (a form of escapism from personal life.)
·Personal Relationships (where the individual gains companionship, either with media
characters or through discussion of them).
·Personal identity (where the individual is able to define themselves in terms of the
knowledge they receive from the media)
·Surveillance (where the media provides a source of information about the rest of the
world).
How can this be? The model actually suggests that instead of the media being in control
and choosing what to feed us, we choose what to take in. Despite the fact that messages
are still viewed as packages pre-selected by the media for us to pick and choose from, the
view is valid; we don't have to view or hear any media that we don't like or that we don't
feel is necessary; even if we do, since we have no interest in or use for the message, it
cannot affect us. However, can our relationship with the media be viewed simply as what
we wish to get out of it?
Another criticism is that of the tendency to concentrate solely on why audiences consume
the media rather than extending the investigation to discover what meanings and
interpretations are produced and in what circumstances, i.e. how the media are received.
(O'Sullivan, Dutton " Rayner 1994, 131)
The cultural effects theory, despite viewing the media audience as passive, also
investigates personal interpretation of media messages as a build up of ideas and attitudes
occurring over time, which eventually condition its audience; therefore the audience is
more passive than active. An example of this would be the way in which immigrants into
Britain are portrayed by the media. Over time, the images of people 'sneaking' in and
'swamping' the country become part of the public consciousness and resentment grows
based on these images. Therefore the indoctrination is far subtler than the full on mind
tampering that occurs in the hypodermic syringe model, yet it also agrees with the two
step flow theory's focus on the importance of social relationships: messages are
interpreted according to social grouping, for example gender, ethnicity or sexual
orientation. Because of the variety of scope for individual analysis, measuring the effects
on people using the Cultural Effects theory is difficult, especially since a range of other,
more personal factors such as past experience can also affect media interaction with the
individual. Greg Philo studied audience response to television news coverage of a 1984-5
Miner's Strike and found that there were differences in group interpretations of the event,
with all groups processing the news according to their beliefs and biases; for example,
groups supporting the miners felt that the behaviour of the police was inaccurately
reported whereas groups supporting the police felt that the behaviour of the miners was
inaccurately reported. Both groups, however, were able to objectively see the intention of
the article, which was to portray the miners as violent.
This model probably has more relevance to post-modern society than the hypodermic
syringe model because it accepts that people question what they see and hear from the
media, and they use their personal experiences to colour their interpretations of the
meaning of the media.
In conclusion, the hypodermic syringe model cannot be considered to be an accurate
reflection of the postmodern societal relationship with the media: it has fatal flaws in its
assumptions of the audience as mass and it's disregard for other factors such as social
relationships and personal opinion. The other theories researched, although criticisms can
be found for them, offer a view of the media audience that is far more realistic.
Keywords:
hypodermic syringe model theory media effect audience term used describe interaction
between media public belief offering concept people becoming affected information
injected into them through their information medium example television viewers would
have their minds injected with violence after watching many graphically violent
programmes this would affect their views behaviour model tends contemporary society
greg philo challenger this theory says composed fragmented individuals were subject
powerful effective propaganda messages which they received then reproduced example
hypodermic syringe model action could applied murder jamie bulger before which
appallingly young murderers toddler been discussing violent films that they seen
generally believed that films that watched affected behaviour causing them want some
things they seen screen however problems with this tends view individual passive
member large audience with will opinions disregards other factors differences individual
reception media messages general view hypodermic syringe outdated early attempt
sociologists psychologists explain relationship between public really possible people
receive message unadulterated entirety even will affect behaviour indeed does audiences
blank sheets paper which messages written members audience will have prior attitudes
beliefs determine effective abercrombie case whenever situation such murder jamie
bulger occurs often adopt theory reiterate moral panic begin over issue differing step flow
contrast argues more likely opinion leaders expose themselves more documentaries
newspapers order form better rounded opinions then pass information others katz
lazarsfeld simplified attitudes ideas flow from radio print opinion leaders from them less
active sections population however although focuses less everyone being mindlessly
affected message more absorption concepts sharing fails address idea accessible everyone
whether opinion leaders people still listen radio watch television read newspapers only
little less worse than latter assumes think according what tells whereas former assumes
think according what tell surely true expression experience then step flow merely
extension same shouldn hire agents however disagrees enormity effect produced
recipients unlikely upon injected would other sociologists have researched theories look
different circumstances exist viewing audiences these theories otherwise known active
models means individuals groups cultural groups manipulates create interpretations
events reality collective effect such proposed therefore unlikely such exploration
dynamics relationship uses gratifications suggests specific needs satisfied blumler katz
identified these being diversion form escapism from personal life personal relationships
where individual gains companionship either characters through discussion personal
identity where able define themselves terms knowledge receive surveillance where
provides source about rest world actually suggests instead being control choosing what
feed choose take despite fact still viewed packages selected pick choose view valid hear
like feel necessary even since interest message cannot affect relationship viewed simply
wish another criticism tendency concentrate solely audiences consume rather than
extending investigation discover meanings interpretations produced circumstances
received sullivan dutton rayner cultural effects despite viewing passive also investigates
interpretation build ideas attitudes occurring over time eventually condition therefore
passive than active example immigrants into britain portrayed over time images sneaking
swamping country become part public consciousness resentment grows based these
images therefore indoctrination subtler full mind tampering occurs also agrees step focus
importance social relationships interpreted according social grouping gender ethnicity
sexual orientation because variety scope analysis measuring effects using cultural effects
difficult especially since range other factors past experience also interaction greg philo
studied response television news coverage miner strike found there were differences
group interpretations event groups processing news beliefs biases supporting miners felt
police inaccurately reported whereas supporting police felt miners inaccurately reported
both were able objectively intention article portray miners violent probably relevance
post modern society because accepts question hear experiences colour meaning
conclusion cannot considered accurate reflection postmodern societal fatal flaws
assumptions mass disregard factors social relationships theories researched although
criticisms found offer realistic
Keywords General:
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