A Historical Study of Major Events Related to Media Effects on Audience: An Appraisal of Hypodermic Syringe Model

Abstract

The society evolves with time and face new challenges that emerge from time to time. In the modern one of the biggest challenges society is facing is media related issues. Media has emerged as a means of mass communication which has multipronged benefits and harmful effects. In this study a survey report has been presented to highlight some of the major events and experiments conducted on the effects of mass media over its audience. Various modes of mass communication have emerged at different times in history. Earlier it was just newspaper, later radio entered in the arena. Then Television emerged and changed the media landscape to audio video communication. In the modern times after the introduction internet more vibrant and real-time transfer of information is taking place. At the outset it looks good for the audience however it also has its hide side. Studies have proven that mass media can be used successfully as a propaganda tool to make people believe whatever one wants to make them believe. Many times in last century unfortunate events have proven this fact. Other than that entertainment programs based on fiction can also create mass frenzy and hysteria amongst its viewers. In such an environment it has become imperative to assess the situation and suggest measures to arrest it. This study is an attempt to understand the effects of mass media on its audience through Hypodermic Syringe Model based on the historical evidence.