Hypodermic syringe model

OK, I'm so confused right now... :confused:

In my AS socology book it says that the hypodermic syringe model originated from the book "The Hidden Persuaders" by Vance Packard in 1957, but everywhere I've looked on the internet it says that the model originated in the 1920s and the Frankfurt school etc.

So which is right? I have to do an essay for next week and I really would appreciate it if someone could explain the hypodermic syringe model to me.

Reply 1

adelante

Hi I'm not sure which text book you are referring to but the "hypodermic model" does goes go back to around World War 1, so maybe even before the Frankfurt school.

Either the text book is wrong or perhaps you have mis-read what it says about "The Hidden Persuaders". This book it seems is another example of the hypodermic model but not the origin of the term.
http://www.mediachannel.org/views/oped/gitlin.shtml

However, I think it is good enough to say that the model emerged from the Frankfurt school.
http://en.wikipedia.org/wiki/Hypodermic_needle_model
and go on to explain the model from there.

The medium itself is the syringe, the medium's message or content is what is injected and the the audience is the patient. The model suggests that the media stupifies the masses. (Haralambos and Holborn, 2004: 843)

HTH

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Reply 2

ChrisTheRockGod

as long as you understand the theory behind it, its origins are unimportant. You can gain AO1 marks elsewhere, for description and explanation

Reply 3

prettyblueeyes

I referred to it as Vance Packard's in my sociology mass media AS exam and didn't drop a mark for it, but I believe the idea was around before him, he just 'defined' the model we refer to today, as far as I know.

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