Question

Which theory suggests that media has a direct, immediate, and powerful effect on its audience?

• A. Uses and Gratifications Theory
• B. Agenda Setting Theory
• C. Hypodermic Needle Theory
• D. Cultivation Theory

Hint:

Hypodermic Needle Theory is also known as the "Magic Bullet Theory".

Answer 1

The Correct Option is C

Step 1: Understanding the Concept:
This question asks for a "strong effects" theory that views the audience as passive recipients of media messages.
Step 2: Detailed Explanation:
The Hypodermic Needle Theory (also known as the Magic Bullet Theory) was developed in the 1920s and 30s.
It posits that media messages are like a "needle" that "injects" ideas directly into the audience's brain, or a "bullet" that hits everyone the same way.
It assumes that the audience is a passive mass that reacts uniformly and immediately to media stimuli.
In contrast, Uses and Gratifications (A) focuses on why people actively choose media, and Cultivation Theory (D) focuses on long-term cumulative effects rather than immediate ones.
Step 3: Final Answer:
The Hypodermic Needle Theory is the correct option.