The “Magic Bullet” Theory- Is it still relevant in today’s world?
Due to fast-changing technology, theories of mass communication have shifted dramatically since the early 1900s. I would like to discuss the bullet/hypodermic theory and how I’m vulnerable to media’s influence. Let’s first begin with defining the theory as it relates to mass communication. The bullet/hypodermic “magic bullet” theory describes how the media controls what the public sees and listens to and the impacts that may be immediate or later in the future. A great example of this theory is the radio broadcast of Orson Welles’ The War of the Worlds and the resulting reaction among its American mass audience of widespread panic.
The bullet/hypodermic theory is driven to the consumers through influence. I must admit that I fall under this theory and am typically affected by the influence of media. I say this because I work in TV broadcasting and regularly see advertisements. My job consists of ingesting commercial spots for my network and I would estimate I see about 500 ads every day at work. I come home and see more ads as I watch sports, and late-night programs to end my night. I would agree that the media influences me significantly, and I’ll talk about a few of my experiences.
The Purple mattress company is an example of how I fall into the bullet/hypodermic theory of media’s influence. I thought having a memory foam mattress was ideal and the latest technology in bed mattresses. When I stumbled upon Purple mattress ads I realized I was wrong. Their commercials stated details of the technology in their mattresses and compared it to a typical memory foam mattress. I was skeptical at first, but after time and seeing multiple commercials about it, I ended up buying it to replace my memory foam mattress. I was impressed with the quality and ended up buying two more for my home. I couldn’t resist their marketing approach.
I feel the bullet/hypodermic theory is still relevant and plays a major role for tech users. Consumers seem to invest in Apple products because of a significant media influence. In early 2010, I recall being persuaded to switch from a Samsung phone for the latest iPhone on the market. Apple iPhones advertised that it could do it all and I was instantly sold on the idea. Today, they still market the latest iPhones as the best phones. This concept reflects off the bullet/hypodermic theory well as consumers rush to buy them.
I agree that I’m likely to be affected by media influence mainly because of my work, but I’m not gullible to everything I see or read. I research when necessary and think twice before falling into impulse buying. In a Houston Chronicle article, it states that advertisement exposure is sky rocketing compared to previous years. It’s not out of the realm of possibility that some people see as many as 10,000 ads of various types every day.
Do you find yourself resistant to media influence?
