The effects model is the name given to approaches that emphasise what the media do to their audiences. Power lies solely with the ‘message’. The media is known as ‘mass media’ or ‘mass communication’ and makes the audience seem passive.
The hypodermic model suggests meanings are ‘injected’ into the mass audience. Media is seen as a drug in this way. Its addiction does form: it fills as many different needs and does this as part of a broader cultural shaping and commercial encouragement (peer pressure, trends etc).
The “Magic Bullet” or “Hypodermic Needle Theory” of direct influence effects was based on early observations of the effect of mass media, as used by Nazi propaganda and the effects of Hollywood in the 1930s and 1940s. People were assumed to be “uniformly controlled by their biologically based ‘instincts’ and that they react more or less uniformly to whatever ‘stimuli’ came along”. The “Magic Bullet” theory graphically assumes that the media’s message is a bullet fired from the “media gun” into the viewer’s “head”. Similarly, the “Hypodermic Needle Model” uses the same idea of the “shooting” paradigm. It suggests that the media injects its messages straight into the passive audience. This passive audience is immediately affected by these messages. The public essentially cannot escape from the media’s influence, and is therefore considered a “sitting duck”.
The “hypodermic needle theory” implied mass media had a direct, immediate and powerful effect on its audiences. The mass media in the 1940s and 1950s were perceived as a powerful influence on behaviour change.