Introduction
The first ideas about the nature and power of mass communication during the First World War were not generalized. Still, in retrospect, they came to be called the magic bullet or the hypodermic syringe model. The essay will describe the general understanding of the model and the relevance of its application in modern society. It will also provide recommendations for enhancing media literacy among young people. Therefore, the hypodermic syringe model is a method of imposing a particular point of view on society. Still, this model is irrelevant now because of the wide variety of media offering different opinions.
Model Understanding
The hypodermic syringe model (syringe theory) opens the history of the study of mass communication. This theory is called this because the action of widespread communication in society is similar to a ‘hypodermic injection,’ which always accurately and without error finds its addressee (Moore, Chapman, and Aiken, 2009). The theory of hypodermic syringe proceeds from the fact that in society, public communication acts as a compensation and substitute for damaged social ties and, as such, has an unmediated influence on each individual, which they are unable to resist (Moore, Chapman, and Aiken, 2009). The individuals are not only unable to resist the influence but respond to it in a generally identical way.
Accordingly, the impact of propaganda is universal because, in society, propaganda messages are distributed through channels of widespread communication. It is virtually unhindered by the influence on the individual and the social environment around them. This means that, under the influence of incentives, people act the way the communicator desires (Nwabueze and Okonkwo, 2018). Moreover, one of the main characteristics of the theory is that media messages are perceived equally by all audiences and that media messages inevitably provoke immediate and direct reactions. It is also considered a tool of persuasion and propaganda, and the immediacy of information transmission creates a false sense of urgency.
Moreover, the theory was based on assumptions that theorists now rejected. Lasswell described the means of mass communication as “the new hammer and anvil of social solidarity” (cited in Nwabueze and Okonkwo, 2018, p. 2). The theorist concluded that propaganda is more than simply using the media to lie to people to control them. The scientist argues that individuals must be gradually prepared to accept completely different ideas and actions (Nwabueze and Okonkwo, 2018). Communicators should have a detailed strategy for a long-term campaign in which new ideas and images can be carefully introduced and cultivated.
Validity of the Model Today
Nowadays, the hypodermic syringe model is widely criticized, but it has become a starting point for the development of new approaches to information influence in mass communication. In general, the updated idea of the theory is that people who receive a message or news perceive it as reliable and do not question it. However, modern media is pluralistic, and different media present the same news from different perspectives (Moore, Chapman, and Aiken, 2009). Thus, I think people have the opportunity to evaluate and compare the presentation of information critically.
I consider the context and presentation of information significant in the modern world. If authors provide evidence of their opinion and can explain it clearly to the audience, then such a message is better than simply theses. Instead, the hypodermic syringe model did not consider such factors as the content and presentation of the message. In addition, one should consider that almost everyone nowadays uses the Internet to search for information (Moore, Chapman, and Aiken, 2009).
Accordingly, they read the news on various websites and form their own opinion about its reliability based on what they read. Therefore, I believe that now there is a digital era that contributes to the emergence of classical media, bloggers, and people active on social networks and YouTube. Thus, they all present information based on their position and worldview, and the recipient perceives information from all sources. I think that today, people perceive information that can flow from one person to another, as opposed to one source that provides a single point of view on events.
In my opinion, the hypodermic syringe model is not applicable today. Although I suppose that in countries with a totalitarian regime, the media is banned, or all sources propagate information favorable to the government, the theory may continue to exist. However, such a development is an exception to the general rule because, in the modern world, democratic governance and freedom of information are widespread (Nwabueze and Okonkwo, 2018). Accordingly, I do not consider the hypodermic syringe model to be valid nowadays and can influence people in the form of propaganda.
Recommendations
It is important to note that politicians can influence young people’s media literacy. The reason is that they have significant official powers to help develop media literacy initiatives. For example, they can ensure that children learn the basics of media literacy in schools. In this way, young people will learn to critically perceive information and analyze it through the lens of their reasoning from their school years (Nwabueze and Okonkwo, 2018). Moreover, to implement such a strategy, politicians should promote the introduction of a new school discipline and the creation of teacher training courses. It is essential that teachers can think critically to evaluate media content and use teaching methods to convey this to students.
Policymakers can also promote initiatives that attract additional funding and resources to develop platforms for learning media literacy. At the same time, such platforms can be accessed by teachers and young people who want to upgrade their information environment (Nwabueze and Okonkwo, 2018). Therefore, these platforms should include educational materials, online courses, and seminars explaining media strategies and their influence on society.
It is crucial for policymakers to raise funding for the ongoing development of such sites and to update the materials based on the needs and requirements of the environment (Nwabueze and Okonkwo, 2018). Policymakers can also encourage schools or other institutions to receive additional grants to create extracurricular activities where students can learn the basic principles of media literacy. This will help create a critical environment where students can learn to evaluate news and popular discussion topics on their own terms.
Importantly, politicians can also organize cooperation with media organizations voluntarily. As a result, students can learn about the basic principles of media literacy through communication with media representatives. They will also learn more about the work of journalists and the news production process (Nwabuezeand Okonkwo, 2018). This understanding will enable them to learn how to evaluate the information provided by the media and determine whether it is based on reliable facts or does not correspond to the criteria of validity.
Another way to strengthen media literacy among young people is to regulate media literacy standards. Policymakers can play an integral role in this process and propose and develop regulations regulating transparent content distribution algorithms (Nwabueze and Okonkwo, 2018). As a result, young generations will be able to evaluate the content offered by various media groups and form their own opinions about a particular news event and the credibility of the information that an entire company disseminates (Nwabueze and Okonkwo, 2018).
This will help to avoid information from media groups that do not follow the rules of media literacy, which will encourage them to provide reliable content. Thus, policymakers can initiate the implementation of these strategies to ensure that people are taught media literacy in school. The reason is that getting such training will allow young people to navigate the media space and be responsible consumers of media products.
Conclusion
Therefore, the hypodermic syringe model is a theory that assumes that there are tremendous, almost unlimited opportunities for information and propaganda influence on the mass audience, which is relatively passive in terms of selecting messages. In modern society, however, people have access to many sources of information and receive different points of view on certain events. Hence, they do not behave passively when selecting sources of information; instead, they form their point of view based on various media news.
At the same time, modern mass media do not belong to states or a single person; they are part of different media groups. Thus, the media cannot be used to propagate ideas because their different origins will stimulate the broadcasting of additional content. As a result, the theory of the hypodermic syringe model cannot be reliably applied in today’s world. Moreover, young people must be taught media literacy as early as school to distinguish between different ways of spreading false or propagandistic information. Policymakers can contribute to this through educational initiatives, funding, or regulation of media platforms.
Reference List
Moore, S., Chapman, S. and Aiken, D. (2009) Sociology A2 for AQA. London: Harper Collins.
Nwabueze, C. and Okonkwo, E. (2018) ‘Rethinking the bullet theory in the digital age,’ International Journal of Media, Journalism and Mass Communications, 4(2), pp. 1-10.