Hypodermic model – people are passive consumers of media
Harold Lasswell wrote “Propaganda in the World War” – and highlighted “subtle poison, which industrious men injected into the veins of a staggering people until the smashing powers… knocked them into a submission.”
1. Hypodermic model (passive consumption)
Harold Laswell , who developed the theoretical tool of ‘content analysis’ and in 1927 wrote 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’
Hypodermic model (passvie consumption)
its passive and about changing behaviour, a linear consumptive model.
Harold Lasswell wrote a book called Propaganda Technique in the World war written in 1927 . it 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’
audience is important
Hypodermic model (passive consumption)
Harold Lasswell developed the theoretical tool of ‘content analysis’ and in 1927 wrote Propaganda Technique in the World 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’
Hypodermic model (passive consumption)
Media consumption was often traced back to Harold Lasswell. In 1972 he wrote Propaganda Technique in the World War. He spoke about individuals being influenced using the term ‘Injected’.
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.
Hypodermic Needle– used to disseminate propaganda via popular forms of media
Hypodermic model– Passive consumption , used in ww2 to manipulate the masses through the media to justify the govs actions
Who?– Dyson
Says what?– If you buy Dyson hairdryers, you will be trendy and have nice hair
Channel-This ad was featured inside of a women’s gossip magazine
To whom?– This ad would be targeted at the same demographic that read women’s magazines
With what effect?-This add would generally make the viewer want to buy a dyson hairdryer in hopes that they can be cool and have nice hair.
Who?-Gucci
Says what?-Women will come running if you wear this aftershave
Channel-Ad would be an advert during the broadcast of a UFC fight
To whom?-Targeted at males 16yr-45yr olds
With what effect?-This add would ideally convince the viewer that if you buy this aftershave then more women will be attracted to you if you wear it.
My product- Gucci Aftershave
Ideal endorser- Travis Scott
in 1927 writer Harold Laswell who wrote the Propaganda Technique in the World War where he talks about a ‘brew of ‘subtle poison, which industrious men injected (passive consumption) into the veins of a staggering people until the smashing powers . . . knocked them into submission’’ this also relates to the hypodermic model where this subtle poison that is injected (passive consumption) to change the behavioural pattern within someone and changing them to be something different
I would have Tom Daley, Olympic diver, to endorse the product I am advertising as he is a part of the LGBTQ+ community and would fit the campaign attached to the product.
Hypodermic model (passive consumption)
Harold Lasswell was a key figure in the development of understanding how media is consumed. In 1927 he wrote 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’” – which effectively means, how did the leaders in the first world war convince civilians that war was worth fighting and that it was worth dying for?
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.
Approaches to audience theory will either adopt a QUANTITATIVE ie number based approach (so counting sales, audience figures, costs etc) OR QUALITATIVE (a more individual interpretative approach considering not how many, but why audiences consume or engage)
There are many different categories of people, as described by Young and Rubicam:
| RESEARCH PRODUCT 1 (Cristiano Ronaldo Shampoo) | RESEARCH PRODUCT 2 (Nivea Shampoo) | MY PRODUCT (Deodorant) | |
| Quantitative | Middle/upper class, 16-25 year old men, lots of disposable income, relatively decent education | Middle class, 16-50 year old men, fair disposable income, fair education | Lower/Middle class, 12-40 year old males, fair amount of disposable income, fair education |
| Qualitative | Mainstreamer, Aspirer | Mainstreamer, Reformed | Mainstreamer, Struggler |