Before revision: Concept The "Magic Bullet" or "Hypodermic Needle Theory" of direct influence effects was based on early observations of the effect of mass media, as used by Nazi propaganda and the effects of Hollywood in the 1930s and 1940s.Communication Theory; Mass Communication: MAGIC BULLET OR HYPODERMIC NEEDLE THEORY OF COMMUNICATION URL People were assumed to be "uniformly controlled by their biologically based 'instincts' and that they react more or less uniformly to whatever 'stimuli' came along".Lowery, Shearon (1995).
After revision: Concept People were assumed to be "uniformly controlled by their biologically based 'instincts' and that they react more or less uniformly to whatever 'stimuli' came along".Lowery, Shearon (1995).