Blog 3 - Propaganda (Hypodermic Needle)

 Another model used in media persuasion was the hypodermic needle model. We discussed this in our communications concepts two lecture, which included interesting and compelling points regarding the topic. From what I information I was able to garner it basically relates to a medical needle injecting a serum into a human (Everett M. R., 2003), just as the world media injects ideas into the human subconscious.  It was theorized that as the omnipotent media conveyed messaged across the minds of the atomized massed, they were basically spoon fed the ideals of the world by the higher ups that wanted to keep a tight grip on them (Everett M. R., 2003). It is also speculated that this method of media persuasion helped Hitler amass such a willing and devoted populous. Goebbels used this method; it is speculated, in his propaganda apparatus during WWII.

I was interested enough to research Goebbels Propaganda and found that he believed irrevocably that propaganda was the direct line of communication between government and the people (Wiech D, 2002). It had to follow both Goebbels and Hitler’s views of simplicity. Hitler thought that propaganda had to be as basic and mind numbingly repetitive as possible. Contrived of easy to learn slogans that could be repeated when prompted. This turned hoards of followers into a backbone of support (Wiech D, 2002).

The hypodermic needle model was at the time seen as ‘too simple’ to give an accurate account of media affects (Reddi N., 2009). It was seen as more of a stepping-stone if you will to the Two-Step Flow method and cultivation theory.

References

Everett M. R., 2003, Diffusion of Innovations, U.S: New York, Free Press.

Reddi N., 2009, Effective Public Relations and Media Strategy, India: New Delhi, PHI Learning Private, Ltd.

Wiech D, 2002, The Third Reich: Politics and Propaganda, United Kingdom: London, Routledge,