Answer to Question #265469 in Sociology for Pilisiwe

Question

Describe and apply the theoretical hypodermic syringe model relationship between media and its audiences.

How it manifested during the pandemic.

Answer 1

The hypodermic syringe model believes that the media can have a direct and immediate effect on the audience. This model sees the audience as a homogeneous mass, as passive and believing what they see in the media without questioning the content. It is thus possible for content creators to use their media productions to manipulate vulnerable audiences into thinking or acting in certain ways. It suggests that the media injects its messages straight into the passive audience. This passive audience is immediately affected by these messages. The public essentially cannot escape from the media's influence, and is therefore considered a "sitting duck".

During pandemics, it can be used to spread rumors and affect negatively the audience. It is argued that consumption of the ‘dumbed down’ content of popular culture made people passive and false psychological needs that could only be met and satisfied by the products of capitalism.

The ultimate function of the culture industry was thus to manipulate audiences into becoming good consumers and keeping capitalism going.