The hypodermic syringe model of audience effects ... | 合法醫療器材資訊網

2019年9月4日—Thehypodermicsyringemodelbelievesthatthemediacanhaveadirectandimmediateeffectontheaudience.Thismodelseestheaudience ...

The media has a direct and immediate effect on a passive audience

Last Updated on February 14, 2023 by Karl Thompson[1]

The hypodermic syringe model believes that the media can have a direct and immediate effect on the audience. This model sees the audience as a ‘homogeneous mass’ (all the same), as passive and believing what they see in the media without questioning the content.

It is thus possible for content creators to use their media productions to manipulate vulnerable audiences into thinking or acting in certain ways.

This theory of media effects is associated with neo-Marxists Theodor Adorno and Max Horkheimer[2] in the 1940s, who had managed to escape Nazi Germany and resettled in America.

They noted that there were similarities between the ‘propaganda industry’ in Nazi Germany’ and what they called the ‘Culture Industry’ in the United States.

Adorno and Max Horkheimer theorised that popular...