Hypodermic Needle Theory

The hypodermic needle theory is based on the idea that us as the audience are passive, and we are 'injected' by the media with content. The meanings and signals behind each text are delivered to us all as equals, but the level of effect they have on us differs as we all respond differently. We (the audience) have no choice in how we interpret text and the media is always correct, which can lead to disbelief when faced with opposing information.

This theory mostly concerns negative effects having media injected into us, despite seeing it as good. This can be applied to the video we watched in class, Madonna's 'What It Feels Like For a Girl'. She is portrayed as a 'criminal' as she mugs someone at a cash machine as well as running over men. The passive audience, particularly young people, will be influenced by the media to interpret this as positive and even attempt to imitate the actions.