Applying the Magic Bullet Theory to Today’s Media
The Effects of Modern Media on Communication and Theory
The Magic Bullet Theory, or Hypodermic Needle Theory, is a well-known theory beginning in the 1930s that describes media as having nearly complete control over what audiences see, hear, and believe. The Magic Bullet Theory claims that the media’s messages are “injected” directly into the minds of the audience who immediately and completely take hold of the information as true fact. While this was one of the earliest mass communication theories studied, there have been several changes in the ways we communicate and think about communication.
This theory states that the receiver of the message full heartedly believes and adheres to the message provided to them. However, today there are so many different forms of media and points of view from the same story that it is hard to imagine believing one statement or message fully and with complete certainty. The intent, context, and presentation behind the message play a large part in the acceptance and understanding of the message, none of which the hypodermic needle theory necessarily considers. With today’s advances in technology and media — both greatly influenced and perpetuated by the Internet — people have more options in their sources of media and messages. The modern digital age allows for anyone and everyone to create content that can be shared on a mass scale. Additionally, communication can flow between from one individual to another, as opposed to one entity speaking to the masses. However, depending on the individual, they may choose to gain any and all information from one particular source without influence from anywhere else.
While I like to think that I am not as likely to be affected by the media’s influence the way the bullet theory suggests, I do rely heavily on social media, especially posts by known and trusted sources, for news and messages. This reliance on just a few sources for the majority of information I receive may skew my viewpoints to align more with that of the source itself. I am not alone in this near dependency on social media news sources, either. Pew Research reports that adults 18 to 29 receive most of their information on digital devices and from social media. This digital form of communication that is so widely used opens up a world of content and messaging available in the palm of one’s hand.
In a time of fake news, social media influencers, and multiple forms of communication, it is hard to not be influenced by the world around us. It is ultimately up to the receiver of the message to decipher a message as fact or fiction and think wisely about the media they consume, regardless of where it comes from. Whether we are aware of it or not, we make a decision on the validity of the message every time we consume media. The Bullet Theory may seem outdated, but in a giant digital world of information, a few loud and widely accessible messages may be accepted by the masses.
