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Communication or media effects are defined and classified in several ways by communication researchers.
First, it is assumed that media effects have a natural history in that it is formed by the influence of
time and space and interacts with several environmental variables (Davis and Baron, 1981; Lowery and DeFleur
, 1995; Severin and Tankard, 1997; McQuail, 1994). Along with this, Severin and Tankard (1997) divided
communication theories by the size of effect (Figure 1).. Second, McQuail (1994)
provided two factors (time and intentionality)
in classifying media effects. Lastly, Leckenby (1999) classified communication theories into 'strong' and 'weak'
effects categories.
1. Natural history and size of effect (Severin and Tankard, 1997)
Hypodermic needle or bullet theory
After Darwin's genetic view of mankind in the late 1890s, behavioral scientists began to accept
the importance of inherited instincts and biology as causes of human behavior and rejected religious
perspective on human beings having rational property (Lowery and DeFleur, 1995). As western societies
became industrialized and urbanized after World War I, people became more isolated from others and
diversified in values and beliefs.
Harold Lasswell (1927) is the first modern mass communication theorist
and researcher. Lasswell developed an innovative theory of the effect of mass communication during World War I.
He based his theory of mass communication, 'hypodermic needle' model, on Freudian theory that argues that
humans are motivated by primitive and unconscious forces (Davis and Baron, 1981). He observed mass media
as an effective way of persuading audience for political leaders such as Hitler, Roosebelt, Stalin, and
Musolini. According to 'hypodermic needle' model or 'magic bullet' theory, human beings are given uniform
instincts and live in a mass society where a single set of social norms and values can not control people
from various origins. Under these circumstances, people receive and interpret media messages in a similar way.
Therefore, mass communication can influence people's thoughts and behaviors immediately and effectively.
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