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• 1 2017-02-02T13:07:56-08:00 Magic Bullet Theory 8 By: Christopher Gimenez plain 2017-04-26T21:06:39-07:00
  
  
  
  
  The Magic Bullet Theory according to our book is defined as: "Idea that propaganda is powerful enough to penetrate people's defenses and condition them to act in ways that are useful to the propagandist" (Baran 82). To understand fully what this theory, one must understand what propaganda is and where does it come from. Propaganda has been around since 1622, when the Romans wanted to suppress the Protestant Reformation (Baran 76). Since then propaganda has been reformed to what we know it as today. Propaganda is another way to campaign against another opponent. There are two types of propaganda black and gray propaganda. Black propaganda is: Deliberate and strategic transmission of lies and gray propaganda is: transmission of information or ideas that might or might not be false. No effort is made to determine their validity. (Baron 76-77). So politicians or people can use these two types of propaganda to get ahead in an election. 
  
  Propaganda was not always in America, in fact America did not experience the power of propaganda until after World War I ended (1919). In America propaganda was used for the war, was it good or bad. But, else where in Germany for example, Hitler was using propaganda to gain power within his country and rise to power. Propaganda is another form of behaviorism. Behaviorism is the notion that all human action is a conditioned response to external environmental stimuli (Baran 81). it seems to be that people with out a clear leader will conform to what they want to they want to believe in, or maybe that peoples behavior tens to lean toward the popular choice of the population. 
  
  
  
  This theory is also known as the Hypodermic Needle Theory. According to the University of Twents this theory is defined as: direct influence via mass media. This version of the Magic Bullet Theory came about in the 1940s and the 1950s. This theory implies has a direct, intermediate, powerful effect on a particular audience. Robert Merton wrote "But empirical research also affects more general trends in the development of theory" (Merton 509)*. As more and more research was done the theory could gain validity. This theory gained popularity with a fast rise of radio and television. Propaganda and advertising companies also influenced this the public. Movies could also be a form of this theory. 
  
  Strengths:
  1) Sees trends 
  2) Large number of participants and sometimes extend over a long period of time. 
  
  Weaknesses: 
  1) Too simplistic 
  2) People tend to be more sophisticated 
  
  
  
  
  *Primary Source 
  
  References:
  Baran, S. J., Baran, S. J., & Davis D. K. (2012). Mass communication theory: founders, ferment, and future. Boston, MA: Wadsworth. 
  
  Hannah Charles Media AS, Student at College at Chillweel Sixth Form - Lakeview Follow (2014, January 02). Hypodermic Needle Theory. Retrieved February 18, 2017, from https://www.slideshare.net/HannahCharlesMedia/hypodemic-needle-theory-29639628
  
  Merton, R. K. (1948). The Bearing of Empirical Research upon Development of Social Theory. American Sociloglogical Review, 13(5), 505-515. doi:10.2307/2087142