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Magic Bullet Theory And Magic Bullet Theory

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As an essential agent, media is mainly responsible for entertaining and providing information (Virginia, Priyanka and Sunita, 2013: 38; Happer and Philo, 2013: 321). At the same time, many scholars believe that, as a widely used agent, mass media is also one of the major sources to disseminate social norms and ideologies to maintain social stability and create social conformity (Sonderling, 2007: 317). Since mass media is powerful to construct common values and norms, sociologists believe that the gender codes would be constructed and released consciously and subconsciously by various mass media, to shape people’s thoughts and actions, and restrict the unexpected gender performances (Vagdevi and Shantharaju, 2014: 140). Therefore, several theories of media studies were proposed to show the relation of media and individual’s thought:

1. The ‘Hypodermic Needle Model’ (also known as ‘Magic Bullet Theory’) is proposed in early stage of media studies which radio and television were the two major sources for people to receive information. It is a linear communication theory suggesting that the norms and values from media would direct inject into audience’s mind (O’Sullivan, Hartley, Saunders, Montgomery and Fiske, 1994: 137). It assumes that the viewer would receive the message passively as they have no chance to resist the injection of messages due to the limited method of receiving information. Since the mass media were seen as a powerful impact on behaviour change, this model

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