The theory of the magic bullet , or Theory of the magic bullet ( English Magic bullet theory ), or Theory of the hypodermic needle ( Hypodermic needle model ), is the idea of G. D. Lasswell that media messages are received by all members of the audience equally and such incentives cause instant and immediate responses. The theory was popular during World War I until the end of World War II .
The name of the theory came from the Lasswell metaphor “magic bullet”, which, falling from the brain of one person into the brain of another, changes his ideas, feelings, knowledge, motivation. A person is defenseless against propaganda or communicative influence [1] .
The power of propaganda was explained not so much by the essence or attractiveness of specific messages, but by the vulnerability of the consciousness of the average person. Lasswell argued that the economic crisis and the growing political conflict caused general psychosis in Germany and that made people more vulnerable even to gross forms of propaganda. The scientist concluded that when the conflict grows to such a level as in Germany during the crisis, the whole country can become psychologically unbalanced and malleable to manipulation [2] .
Criticism
The model of G. D. Lasswell was criticized for the lack of elements reflecting the circumstances in which communication is carried out, as well as for the lack of feedback [1] .
Allegedly on the basis of undeniable facts about the power of mass advertising of the time (1930-1940s) and the power of military propaganda [3] it could be concluded that the media can make people buy goods in an unprecedented amount and assortment. This belief reinforced confidence in the immense power of the media and reinforced the apparent credibility of the “magic bullet” theory. However, Lasswell later admitted that the theory of the magic bullet is false, and propaganda is more than using the media to lie to people in the name of control over them. [four] He argued that people need to be prepared gradually for the adoption of completely different ideas and actions, there should be a detailed strategy for a long campaign, during which new ideas and images, symbols and specific emotions associated with them should be introduced. That is, Lasswell himself refuted his theory of the magic bullet, proving that propaganda implies a long process of preparation and implementation, therefore, having stumbled upon, for example, extremist symbols or ideas 1-2 times, a person hardly experienced their influence. [2]
Notes
- ↑ 1 2 QMS Models: Lasswell's “magic bullet” model is what is QMS Models: Lasswell's “Magic Bullet” model: definition - Psychology.NES
- ↑ 1 2 Answers to the question "14. The theory of propaganda of Harold Lassuel" - Synopsis.Net
- ↑ 2.1.1. Theory of the “magic bullet” - Бібліока BukLib.net
- ↑ Theories of mass society and propaganda (theory of the “magic bullet”). Lasswell and Lippmann propaganda concepts. Criticism of Propaganda Ideas (John Dewey)