Question : Briefly define and compare the ‘magic bullet’ or ‘hypodermic’ model of media research with the ‘encoding – decoding’ model of media research. Please use examples in your answer.
MODELS OF MASS MEDIA
The analysis of models and theories of mass media and communication can be a profound and a detailed study with different examples and supporting justifications. Majorly there are two types of models which will be under analysis: Magic Bullet or Hypodermic Needle model and Encoding Decoding model. They study will dwell deeper into the concepts of these models and with draw a line of comparison between the two in the world of mass media.
Magic Bullet Model Basics
Hypodermic Needle or Magic Bullet model is a model for communication in which the targeted message or information is directly received and totally accepted (Sproule, 1989) by the receiver itself. It concerns human nature and is based upon the assumptions of time. The graphical representation of this model is a message in the form of a bullet fired from the gun of media to directly affect the targeted receiver’s brain (Scheufele, 2007). Media use tactics to make people aware of their news or message via the means of message injection. It is a strategic, planned and focused delivery of message (Rogers, 1973). This model is a crude form of mass media model and explains that people are highly affected due to limited sources of information and media messages. The underlying theory regards audience as passive and singular entity and therefore, they may manipulate the message or information provided by their side.
But, the theory faced criticism as it was a misfit in the modern times due to cumbersome tests, inaccurate results, lack of empirical explanations etc. when Lazarsfeld disproved it by proving that audience are more influential in terms of their interpersonal skills rather than getting influenced by mass media.
Example of Magic Bullet Model
This theory and mass media had a major role to play at the time of Second World War in United States and Germany to influence the minds of people. The Germans or Nazis used media and film industry to highlight their propaganda and had some of the great achievements to influence and conquer the minds of Nazi people and leave an indelible impact over their minds. United States also used Hollywood to produce films like ‘It happened one night’, ‘It’s a wonderful life’, ‘Mr. Smith goes to Washington’ and other to portray the evil forces of Germany (Bineham, 1988). Here, the audience were targeted and the message reached them directly to influence their minds.
The whole region in America was in chaos due to the rumor spread under the light of this magic bullet theory after the movie The War of the Worlds that they would be invaded by an alien invasion (Stewart, 1991). This lead to widespread panic in America as people believed this news completely.
Encoding Decoding Model of Mass Media
This model is sensible and practical model displaying the contemporary trends and intellect of the audience viewing mass media by the means of television or other means. Encoding comprises of production or formulation of a message and adding it to the component of media. The message from media are decoded by the mass audience and then are interpreted in various different ways that will depend upon the individual characteristics of a person such as experiences, priorities, background, culture, economic standard (Schrøder, 2000) etc. In this model, audience are active and participate well in the process of decoding. It is basically extraction of a message in an understandable format. This model encompasses a four stage model for the purpose of mass communication having production, circulation, use and reproduction as the stages (Dominick, 2010). Production is the phase of encoding keeping in view the beliefs and values of the society. Circulation is the written, visual or oral decoding of the message. Use is the decoding or interpretation stage by active participation of audience. Reproduction in the post effect of the decoding stage.
Examples of Encoding Decoding Model
Various cultural and social societies use this model for mass media to tap the surveys and opinions of individuals as per their perceptions and views about a particular media message. This is used in general routine life to interpret a particular advertisement, promotion or social cause spread by the means of social media including active audience participation (Morley, 1993).
Comparison on two models
|
MAGIC BULLET MODEL |
ENCODING DECODING MODEL |
| Message is a bullet which hits audience mind. | Message is delivered and is decoded differently by audience. |
| Audience are passive and singular entity. | Audience actively participate in decoding. |
| The model is obsolete due to its theory. | Model is widely used due to regard given to individual perception. |
| Any message can be imposed over audience without their understanding. | Audience have psychological skills to decode the meaning in the layers. |
| Focus on the effect of media. | Focus over the audience views. |
| A linear model with a single layer of meaning. | A complex model with four layered attributes or process cycle attached with the meaning. |
References
- Sproule, J. M. 1989, ‘Progressive propaganda critics and the magic bullet myth’, Critical Studies in Media Communication, vol. 6, no. 3, pp. 225-246.
- Scheufele, D. A., & Tewksbury, D. 2007, ‘Framing, agenda setting, and priming: The evolution of three media effects models’, Journal of communication, vol. 57, no. 1, pp. 9-20.
- Rogers, E. M. 1973, Mass media and interpersonal communication, Handbook of communication, pp. 290-310.
- Bineham, J. L. 1988, ‘A historical account of the hypodermic model in mass communication’, Communications Monographs, vol. 55, no. 3, pp. 230-246.
- Stewart, D. W., & Ward, S. 1991, Media effects on advertising, Wharton School, University of Pennsylvania, Marketing Department.
- Burgess, J. 1990, The production and consumption of environmental meanings in the mass media: a research agenda for the 1990s. Transactions of the Institute of British Geographers, pp. 139-161.
- Schrøder, K. C. 2000, ‘Making sense of audience discourses Towards a multidimensional model of mass media reception’, European Journal of Cultural Studies, vol. 3, no. 2, pp. 233-258.
- Dominick, J. R. 2010, The dynamics of mass communication: Media in the digital age, Tata McGraw-Hill Education.
- Morley, D. 1993, ‘Active audience theory: Pendulums and pitfalls’, Journal of communication, vol. 43, no. 4, pp. 13-19.
