Mass Comm Theories: Magic Bullet Theory

Magic Bullet Theory

• Introduced in the 1940s and 1950s
• Also known as the 'hypodermic needle theory'
• Mass media has direct, immediate, and powerful effects on audiences
• Audiences are passive and equally susceptible to media messages
• The War of the Worlds example is a classic illustration of this theory
• The mass media is believed to have the ability to shape public opinion and persuade the masses towards a particular point of view
• Limitation of information sources (only TV and radio)

Magic Bullet Theory in China

• Still very much applicable in China
• Media is viewed as an important tool for the government to disseminate information to the public
• People still believe what the media says, even with media violence (e.g., children imitating Superman)

Two-Step Flow Theory

• Developed by Katz and Lazarsfeld
• Process of decision-making during a presidential election campaign
• Informal, personal contacts are more influential in influencing voting behavior than mass media
• Opinion leaders are influential in getting people to change their attitudes and behaviors
• Opinion leaders are similar to those they influence
• Media influence opinion leaders, who in turn influence society
• Example: High technology companies design their marketing strategy to first reach respected journalists and experts who are opinion leaders

Agenda-Setting Hypothesis

• Introduced in 1972 by Maxwell McCombs and Donald Shaw
• Mass media tell people what to think about, not what to think
• The ability to determine what issues are important and what can and can't be talked about
• Media tend to concentrate on a few issues and subjects, leading the public to perceive those issues as more important than others
• Filter news and set agenda through gatekeeping
• Mass media has the ultimate persuasion power over the public, able to structure their thinking

Uses and Gratification Theory

• Developed by Blumler and Katz
• This theory challenges the Agenda Setting Theory
• The receivers (publics) have the ability to pick and choose their channels of information
• Mass media power in society is limited, and the power rests on the audience
• Able to choose from a wide variety of sources and act as their own gatekeeper
• Media usage is motivated by goals - information, entertainment, and infortainment
• Media is simply used to satisfy the audience's needs
• This theory explains why audiences do not passively wait for media messages to arrive and instead make intelligent choices about what messages require their attention and meet their needs

This quiz tests your knowledge of mass communication theories, specifically the Magic Bullet Theory, also known as the 'hypodermic needle theory'. Learn how this theory explains the direct and powerful effects of mass media on audiences.