Hypodermic Needle theory

 States that the media acts like a hypodermic needle and injects you're brain with information.

This theory implied mass media had a direct, immediate and powerful effect on it's audiences. The mass media in 1940's and 1950's were perceived as a powerful influence on behavior change. 

Several factors contributed to this "strong effects" theory of communication, including: 

• The fast rise and popularisation of radio and television
• The emergence of the persuasion industries, such as advertising. 

The theory suggest that the mass media could influence a very large group of people directly and uniformly by 'shooting' or 'injecting' them with appropriate messages designed to trigger a desired response.

This theory suggests a powerful and direct flow of information from the sender to the receiver.

The hypodermic needle model suggests that media messages are injected straight into a passive audience which is immediately influenced by the message. 

It expresses the view that the media is a dangerous means of communicating an idea because the receiver or audience is powerless to resist the impact of the message.

People are seen as passive and are seen as having a lot media material "shot" at them. People end up thinking what they are told because there is no other source of information.

The theory assumes what we see or hear we believe and consume. The theory assumes we are brainwashed in to believing the media messages. 

No individual differences!

In 1930's a radio broadcast of 'War of the worlds' was performed like a real news broadcast to heighten the effect of the story, people listening thought is was real and assumed mars had come to invade the world. (as played in the short video)

This demonstrates a passive audience and how an audience believes what they hear in the news and how this can quickly lead to misinterpretation. 

This theory is however very dated due to us as modern media consumers we don't believe everything that we hear in media. As a society we have developed and are less likely to believe everything and we are not simply passive audiences anymore. 

We are also more aware of different conventions within media texts and across media platforms and can reject messages if we deem them insignificant. 

In relation the My Bloody Valentine - Soon...

• This video does not conform to this theory due to its lack of narrative as there is no story and therefore no message being injected into the audience. This theory is also very outdated and does not relate to the very unconventional music, and also music video from My Bloody Valentine in the 1980's and 1990's. 
• Due to the band being of an unconventional style of music that fights popular norm this theory does not conform to the music video. This therefore means that the video is not aimed at a mass audience and therefore suggests that this video is not trying to forcefully influence a mass audience. However, the video/bands ideologies could be strongly influencing their target niche audience.