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Magic Bullet Theory of Mass Communication: Definition & Overview

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  • 0:04 War of the Worlds
  • 0:42 Magic Bullet Theory
  • 1:48 Effects
  • 2:21 Expectations in Mass…
  • 3:13 Lesson Summary
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Lesson Transcript
Instructor: Beth Hendricks

Beth holds a master's degree in integrated marketing communications, and has worked in journalism and marketing throughout her career.

The power of the media is at the forefront of the magic bullet theory. In this lesson, you'll learn more about this theory and what it entails, and find out where we can still see evidence of this type of thinking today.

War of the Worlds

In the 1930s, radio listeners received an alarming message: Martians were invading Earth. The news alert interrupted radio programming to deliver the stunning news heard by approximately 12 million people in the United States. Mass hysteria ensued, causing confusion in the streets.

The only catch: The announcement, which came on Halloween eve, was part of a radio version of H.G. Wells's War of the Worlds. In short, the broadcast was fake, but it perfectly illustrated a media hypothesis popularized by Harold Lasswell, known as the magic bullet theory.

Magic Bullet Theory

The magic bullet theory, sometimes called the hypodermic needle model, assumes that a media message is ''injected'' wholly into the recipient's consciousness and is accepted entirely at face value. The War of the Worlds example is the most classic illustration of this media theory: radio listeners were told an alien invasion was happening and immediately panicked and sprang into action, without questioning the report or its origins.

Lasswell theorized that the magic bullet approach meant the originator of the message could directly influence, or manipulate, the intended recipients' perception. The theory relies on the idea that the public is passive and gullible, which makes it easier for the source of the message to influence its audience.

Using terms like ''bullet'' and ''needle'' shows the severity of the impact on the audience and the power the originator of the message has. Though it may still be applicable today, the model grew out of the concern that the media in the 1930s, 1940s, and 1950s was all-powerful and could influence both its audience's beliefs and behaviors. The audience, as a result, was unable to resist the intended impact of the message.

Effects

Researchers determined two things were critical to the magic bullet theory:

1. The effects of the media message are the same for everyone, meaning the audience is treated as one singular being, which makes it easier for them to be manipulated by the media. This singular being is nonresistant to the message, making it easier for them to be controlled.

2. The meaning of the message isn't altered in any way, meaning that everyone will react the same way regardless of personal perceptions or beliefs. This presumes that the audience doesn't even attempt to challenge what they've heard.

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