Magic Bullet Theory Analysis

caper smoking Theory AnalysisABSTRACTThe guess of prank locoweed concept provide be critically examine in this paper and its relevance to recent civilization. Historically this conjecture is an old media communication emanated since 1930s assessment, which is recently challenged based on its relevance and scholars opinion along with the critics, assumptions and application which lead to general conclusion that fast one dope system which as well as k at one timen as hypodermic Needle with regards to possibleness of media is muted so signifi r forbidden outt serene in this 21st centuryKeynotes Magic bullet Theory, Propaganda, Audience, critics, advertizement, Media communication entryScholars projected that Magic Bullet system on media substance and media sorts was narrow down to be passive and made twine in the mickles mind. In relevance to this theory, earreach were seen to be homogenized when receiving teaching from the media. Thus make a great impact whereby contemporary audition is seem to be more differentiated. This foster a debat up to(p) augmentations amongst scholars that, this theory was proposed when communication media were still new, so its applications in western society is still very needful. This give a resembling condense on the after emergence of publicizing on consultations to substantiate its relevance.This paper ague that advertizing is seen as a bounce of propaganda tool, which is usanced by series of organisation or institutes to influence people mostly customers bargaining behaviors or stakeholders. A proposed inquiry questions, methodology review and comparison with relevant literature will be critically examined. This will at the end nurture the relevance of the theory Magic bullet and applicability amongst other critics of the theory.History of the Magic bullet theory withal known as Hypodermic Needle will briefly be mentioned and propaganda will also be discussed in this paper, with geomorphologica l argumentative relevance of the theory, using contemporary advertising dodge as an example of how the media inject propagandisticic nubs to perpetrate behavioral change. Having said these, on that point will also be a section which explains criticisms towards the theory, focusing on the notion of media issuance to the audience. In the conclusive note, the implications of the occurrences will be illustrated. methodologyResearch abstract of this paper is aimed at the relevance of Magic Bullet theory in todays western society, with argument for applicability of the theory and evidence to back up this framework. Series of instances of propagandistic advertising will also be elaborated, based on theoretical framework. affair of scholars online journals, taught in class (The Hague University of applied science by Dr. Bruce Mutsvairo) and Mass media relations books is used to put up this paper to hireher. literary works reviewPropaganda DefinedAccording to Doob (1948) c arfully ill ustrated that it is neither workable nor desirable to have a clear definition of propaganda because it links to complexness of behavior in different times and gardenings. However, Jowett and ODonnell (19924) criticized this and define propaganda as the deliberate and systematic attempt to shape perceptions, see to it cognitions and reign over demeanor to achieve a response that furthers the desired intent of the propagandist. He condition that without proper identification of the terms it will be highly toil whatsoever to analyze it. In the same perspectives, Pratkanis and Aronson (2001) recognized propaganda as the abuse of opinion and it is regarded as a crafty deception. The basic in engineeration delivered by propaganda tends to fancy public opinion and shape their behavioral patterns.In view of close to scholars propagandistic depicted objects were make upd to influence the publics view. In this contexts, this paper analysis contends that advertising is a form of pr opaganda and it is used by structural establishments to influence their audience.THEORETICAL FRAMEWORKMagic Bullet theory of communication also known as Hypodermic Needle wide believed by media scholars as the oldest mass media communication theories since 1930 during the Second World War (SWW) in twain Germ whatsoever and United states, this made influence in the mind of people. Scholars suggestion hindquarters this story and Fourie, 2008 stated that is that media (needle) messages which contains idea, attitudes and value be directly injects in to the minds of audience and psyche, causes change. The Magic bullet theory cause changes in audience behavior towards the message. Audience ar passive and they cant resist the media message, it can penetrate most people defenses and condition them to act in ship counseling useful to propagandist (Stanley B. 2009). During the world war, Harold Lasswell stated that people was a victims of this propagandist messages in which its influence s audiences behaviour prominently. According to Grossberg et al, (2006) in their findings media messages irresistible influence on the mass of audience.Another renowned incident of Magic bullet scenario was the radio set broadcast of H.G. Wells novel War of the Worlds. The radio broadcast intelligence information roused around that Martins had started invading northern New Jersey, as a pass on there lots of panic and fear in the minds of people to the end people fled the city and starts relocating. Another example in the same contexts of resembling scenario .This two scenario is defines a good example of Magic Bullet theory operate. The audience is impartn virtually no tribute for being able to discern the actuality from fiction. On the contrary to this theory in 1940 a scan conducted by Lazarsfeld called Peoples Choice about Franklin D. election suit and the effects of media messages. Through this study it is disapproved by Lazarsfeld that Magic Bullet theory and added audie nce are more influential in interpersonal than a media messages. This are not really conceived by people because of the stimulus effect it brings.Figure 1.1 conceptual ModelSource Katz Lazarsfeld (1955)DiscussionRelevance of Magic Bullet Theory in the 21st Century.According to great scholars like Jowett and ODonnell (2012) stated that the modern form of Magic Bullet theory could be view in an unintentional advertising by corporations create media messages in audience mind and how audience react towards the message without any hesitation which stimulate behavioral changes. This scholars Jewett and ODonnell (2012) define this kind of advertising as a series of symbol, appeal and information deliberately designed to influence receiver of the message to act in approximately specialised impulse either negative or positive way or only retain a memory. In light of the definitions of Jowett and ODonnell (2012, p.55) advertising is a series of appeals, rumors and symbols intentionally s chemed to either influence the receiver of the message towards the point of view and act in some precise way or maintain a memory in the mind of the audience. Meanwhile, Propaganda is inferred to be the deliberate and systematic attempt to shape perceptions, manipulate cognitions, and direct behavior to achieve a response that furthers the desired intent of the propagandist (Jowett and ODonnell, 2012, p.7). So it will be argue against that advertising is a form of propaganda, and it is used by organizations to influence audiences.According to argumentative statement made by Exoo (1994, p.258), which was confer by Jowett and ODonnell (2012) regarding advertising as a form of propaganda in which it was critically deliberated that, advertisers sell sort of ideas and appeals to customers as followsSelling the Good Life Advertisers aimed at passing a distinctive message across to the audience, by which products confer to us prestige, bring up, power, love and indeed, realize satisfact ion of life, which philosophers described as Good LifeSelling America. democracy loyalty is deduced from advertisers perception. The America learned early from this, that patriotism sells. It is capitalisms idealized America, freedom of choice of product, freedom to life, freedom of speech.Selling therapy. The revolution of the century brought mindboggling change Americans ways of life. Advertisers make use of this revolution and prescribed capitalisms own products as the therapy for injuries influence by capitalism. Advertisement is like a cure for so umpteen buying and selling conceptions.Sexism Selling sexism is also deduced by advertisers, portraying women as beautiful creature and as domestic being. The ad industry also goes establishing a voice of liberation gender equality for women, its widely perceived that women does not fit in a leader positions, they are seen as only domestic leaders , according to Bible (1 Cor. 113, 8, 9)as unto the weaker vessel women was described as weaker being. However, liberation widely spread to give capitalism for women in this regards.Philosophers articulated a great sense of advice to advertisers to focus more on piece insecurities and fantasies, thereby the message will be more irresistible, which created an effect of propagandistic message called Impoverishment of the self to consumers, which meat there is self-inadequacy rendered by advertiser humankind, once thought of as uncanny being God made, was abridged hardly viable without products to cure its distressing inadequacies corned feet, teeth, bad breath, crumple skin and so on in an endless indictments of uncommodified self (Ewen, 1974, cited in Exoo, 1994, p.281). Magic Bullet theory, however suggests messages are injected with propaganda that are not able to resist by the audience.Then the If.then strategy has been a wide attempts of deliberations by advertisers. Jasmieson and Campbell (1997) elucidated A pretty woman uses a certain brand of lipstick in an advertisement, men flocks around her. Without reservation the argument explicitly define, it illustrated that if you use the product you will be beautiful, and if you are beautiful you will be more attractive to opposite sex in the context, If not.then not (cited in Baran, 2012, (p.33))In this strategy, the ad has injected the message of beauty into consumer mind and will be more eager to buy the products that will make them more gorgeous and attractive. In other words, deceptiveness looms in advertisements sphere, which will always create wants in the mind of people. behavioral effect of advertising, where things such(prenominal) as high expectation, consumerism and materialism McQuail (1987). It is also reinforce by Baran (2012), that America finis in tis 21st century has now become a culture of ad freak, where consumers depends. More so, Martin part in the US Jelly Helm, the ad pundit, see the ad created culture has produced America that is sickWe work so hard so that w e buy things we dont need, things made by workers who are paid so little and threaded the survival of the earth. Helm, (2002) in addition cited that America will be remember as a culture of disposability and superficiality, a culture of poverty, vain, and violence, Culture of hedonism.Propaganda practices were seen to be more straightforward compared to its contemporary, which in my view takes the form of subliminal advertising because, Jowett ODonnell, (2012) illustrated that it is becoming apparent that advertisers is a form of deception and use a discrete ways to carry out their research, in form of demographic and psychographic analyses of exact target market. Further explained that umpteen thousands of unsurpassed proficient minds have made it a profession to get into collective people mind to get inside to exploit, control and to manipulate (McLuhan, 1951, cited in Exoo, 1994, p.279)Magic Bullet Theory CriticsIt is debatable that media effect in communicating to the audience is reflected specifically based on assumption of human nature and it was not based on any empirical findings from research. The notion prove that audience are powerless to resist the media injected messages. Thus expect to be homogenous and reaction effect towards this messages. It has been propounded that media effect were limited by individual differences (for example in intelligence and education), social categories (such as ghostly and political affiliation), and personal relationships (friends and family) (Lazarsfeld (1941) as cited by Baran 2012, p.363) Research indicated that Magic Bullet theory was perceived as an oversimplification effect of media, as such that Grossberg et al (2006) stated that different people responded differently to the same messages and that some people may be more vulnerable to the influence of media messages. as well as the same injection (hypodermic Needle) does not have a static effect whatsoever on every individual, some are healed and some a re not whilst some are even passive when receiving the message. metaphorically speaking Magic Bullet coolness, still leaves room for different reactions to a different message to different audience. Just like how someone shot in the head may die but another may live to tell the tale.CONCLUSIONI summary, Magic Bullet theory also known as Hypodermic Needle still has a huge significant in todays western society. though it is deducedReferencesBerger, Arthur (1995). Essentials of Mass Communication Theory. London keen-witted PublicationsGarth S. Jowett and Victoria ODonnell. (2012) Propaganda and Persuasion. fifth ed. USA, SAGE Publications, Inc.http//insidepublicrelations.blogspot.nl/2010/01/defining-propaganda-and-pr.html (Assed 19th Feb 2015)Stanley J. Baran, Dennis K. Davis (2009) Mass Communication Theory Foundations, Ferment, and Future by 5th ed. Wadsworth Cengage Learning. USAhttp//communicationtheory.org/magic-bullet-or-hypodermic-needle-theory-of-communication/http//www.12man age.com/description_hypodermic_needle_theory.html(Assessed 22 February, 2015)http//www.utwente.nl/cw/theorieenoverzicht/ (Assessed 24 February, 2015)http//www.utwente.nl/cw/theorieenoverzicht/Theory%20Clusters/Mass%20Media/Hypodermic_Needle_Theory/