Hypodermic needle model
The hypodermic needle model (also: transmission belt model ) is a communication model from the early days of media impact research before the Second World War. It represents media effects in such a way that stimuli reach every member of society via the mass media, every member of society perceives the stimuli in the same way and that this results in a reaction that is the same for all individuals. The name of the model comes from the analogy to the direct and usually uniform effect of a medical injection (or to the direct transmission of force or material via drive belts or conveyor belts).
The hypodermic needle model is based on a simple stimulus-response model and the sociological assumption of a mass society . Because of its oversimplification, this impact model did not stand up to empirical tests and therefore never played an important role in media impact research. However, it is often used for the presentation of the history of media impact research in literature as a simple starting point for the development of more complicated models and theories.
Individual evidence
- ↑ See Schenk, Michael (2002): Media Effects Research [2. Edition]. Tübingen. P. 24
- ↑ Cf. Brosius, Hans-Bernd / Esser, Frank (1998): Myths in Effect Research: In Search of the Stimulus-Response-Model. In: Publizistik 43, pp. 341–361.
- ↑ See e.g. B. Donsbach, Wolfgang (1991): Media Effect Despite Selection. Cologne, Weimar, Vienna. P. 19