Paul Lazarfeld recognised that a simple, linear model may not be sufficiently complex to understanding the relationship between message sent > message received. As such, in 1948 he developed the Two Step Flow model of communication

Hypodermic model (passive consumption)

 Propaganda Technique in the World War which highlighted the brew of ‘subtle poison, which industrious men injected into the veins of a staggering people until the smashing powers . . . knocked them into submission’ 

Two Step Flow of Communication (active consumption)

At the same time Paul Lazarfeld recognised that a simple, linear model may not be sufficiently complex to understanding the relationship between message sent > message received. As such, in 1948 he developed the Two Step Flow model of communication, which took account of the way in which mediated messages are not directly injected into the audience, but while also subject to noise, error, feedback etc, they are also filtered through opinion leaders, those who interpret media messages first and then relay them back to a bigger audience.

The most famous incident often cited as an example for the hypodermic needle model was the 1938 broadcast of The War of the Worlds and the subsequent reaction of widespread panic among its American mass audience.

hypodermic needle theory (my product)

WHO – _______

SAYS WHAT – strong and rough

CHANNEL – a magazine advert

TO WHOM – adults 16- 50

WITH WHAT EFFECT – to increase sales

product – deodorant

ideal endorser – Bear Grylls

Two Step Flow of Communication (active consumption)

At the same time Paul Lazarfeld recognised that a simple, linear model may not be sufficiently complex to understanding the relationship between message sent > message received. As such, in 1948 he developed the Two Step Flow model of communication, which took account of the way in which mediated messages are not directly injected into the audience, but while also subject to noise, error, feedback etc, they are also filtered through opinion leaders, those who interpret media messages first and then relay them back to a bigger audience.

As Martin Moore suggests, ‘people’s political views are not, as contemporaries thought, much changed by what they read or heard in the media. Voters were far more influenced by their friends, their families and their colleagues’ (2019:124).

Think for example, of the role of the journalist or broadcaster whose job it is to inform the public. Think further about the role of key individuals in society, teachers, doctors, trade union leaders, your boss at work, parents, friends and family all of whom are capable of exerting an influence on the process of communication, making it subject to bias, interpretation, rejection, amplification, support and change.

What is significant here is that this theory suggests that the audience are ACTIVE NOT PASSIVE, in that audience consumption is based on consideration of what others think not a PASSIVE process of unthinking

Who – Audi

Says what – You should buy an electric car that isn’t even available yet to look cool and help protect the environment

Channel – Poster

To Whom – Male customers aged 25+

With what effect – To sell more products

Who – Coca Cola

Says what – To be cool and trendy, and to have a chance to win a gift card worth $2,500, you should drink diet coke like Taylor Swift

Channel – Poster

To whom – Possibly anyone able to read

With what effect – To sell more products

MY PRODUCT

Who – Molton Brown London

Says What – If you want to feel and smell clean, use this body wash

Channel – Poster

To Whom – Boys/Men aged 10+

With What Effect – To sell more products

As my product is unisex, it wouldn’t really matter who I chose to promote it. Although, having someone who has an established reputation with a large audience, such as Chris Hemsworth would be my personal choice.

Who(sender)= Maybelline

Says what= If you want bigger and smoother eyelashes get the maybelline mascara

Channel(medium)= New York Times

To whom(receiver)= Mostly targeted at woman of any age but could also be used by men

With What Effect?

-The Hypodermic model: Telling someone to do something and they listen through media.

-Passive Consumption: The idea of people being drip fed an idea or belief to slowly change someone’s view on a subject over time through media.

-Simple linear process: Harold Laswell’s idea of the linear model of communication.
->WHO > SAYS WHAT > THROUGH WHAT CHANNEL > TO WHOM > TO WHAT EFFECT.

–Two-Step Flow: – The two-step flow of communication model says that most people form their opinions under the influence of opinion leaders, who in turn are influenced by the mass media.

–Active consumption: The idea that people engage with the media, causing them to purchase the product

Two Step Flow of Communication (active consumption)

At the same time Paul Lazarfeld recognised that a simple, linear model may not be sufficiently complex to understanding the relationship between message sent > message received. As such, in 1948 he developed the Two Step Flow model of communication, which took account of the way in which mediated messages are not directly injected into the audience, but while also subject to noise, error, feedback etc, they are also filtered through opinion leaders, those who interpret media messages first and then relay them back to a bigger audience.

As Martin Moore suggests, ‘people’s political views are not, as contemporaries thought, much changed by what they read or heard in the media. Voters were far more influenced by their friends, their families and their colleagues’ (2019:124).

Think for example, of the role of the journalist or broadcaster whose job it is to inform the public. Think further about the role of key individuals in society, teachers, doctors, trade union leaders, your boss at work, parents, friends and family all of whom are capable of exerting an influence on the process of communication, making it subject to bias, interpretation, rejection, amplification, support and change.