Hypodermic Needle Theory Analysis
This essay will show that the Hypodermic Needle theory and the Encoding and Decoding Models both apply to the given advertisement by thoroughly explaining that the Hypodermic Needle theory refers to the audience as passive, vulnerable and susceptible, thoroughly explaining that the Encoding and Decoding Model believes that audiences interpret messages differently in relation to their background and showing the connection of the theories to the advertisement.
The first theory to be discussed is the Effects Theory or the Hypodermic Needle Theory. This theory focuses on what the media does to the audience; it sees the audience as entirely passive and assumes that they are vulnerable and thus extremely susceptible to the messages given to them by the media. The media is often depicted as a syringe, injecting the messages of the media directly into the minds of the audience and their messages are therefore often seen as harmful drugs. This theory can be linked with the notion of moral panic, this notion states that the media negatively affects the vulnerable audience and incites things such as violence, promiscuity and Satanism. (Branston and Stafford, 1999) The study of media effects almost always focuses on negative effects, with many studies being conducted on the mediums of television, video games, computers, movies etc. This leaves a large gap in the study of the media as it does not include the possible positive effects the media could have on the masses. (Neuman and
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