The Hypodermic Needle: A Theory and Old-Fashioned Myth

Who doesn’t enjoy having a lengthy catalog of commercial jingles in their head that can be belted out at a second’s notice?

Folger’s classic jingle is currently being used for an ad featured on Hulu. The other day upon hearing that familiar theme music, I suddenly proudly sang:

“The best part of waking up…is Folgers in your cup!”

I’m not a heavy coffee drinker, I usually prefer tea, however, there is no way I could ever forget this big coffee brand’s legendary slogan. It takes be back to my childhood when commercials were the highlight of my cartoon-watching day and singing them with my family was a form of entertainment during commercial breaks.

I will continue to remember this jingle fondly since it has been passively injected into my brain over the years like a hypodermic needle. This “Magic Bullet” or Hypodermic Needle Theory I’ve mentioned is a common belief that explains the way commercials, or mass media messages are injected into our brains over years of consuming any type of content.

However, mediated messages alone wouldn’t be enough to ensure that I consume Folgers over their competitors. Redundancy injected the Folger’s slogan in my head, but other factors play a larger role in whether I will ultimately purchase their product or not.

For one, my taste experience with competing coffee brands influences my coffee preference decision. Also, my trusted friends and family have an influence on the products that I buy.

As Paul Lazerfeld stated, it’s people who influence people. According to the Austrian sociologist, messages in the mass media only aid in providing information to people. It’s only when we communicate with one another, however, that purchasing influence happens.

I was told by a friend that Starbuck’s had released this year’s fall themed coffees and she even provided me with the inside track on which ones were worth my time and money. I instantly felt motivated to stop by for a little taste test. At that point, I felt like I was guaranteed to enjoy my $5 drink.

Given this example, I would have to agree with Lazarfeld’s more plausible theory instead of Schramm and Berlo’s needle theory. I’m not an impressionable listener when it comes to mass media messages since I likely to rely on advice from friends and family when making purchasing decisions.

My next example involves two topics we have all been versed on since infancy — global warming and carbon footprints.

Besides recycling, I hadn’t given too much thought to changing the products I use to lower my household’s carbon footprint and slow global warming. I have been served every advertisement imaginable that showcases plant-based cleaning solutions, clothing, and hair products.

The average consumer, including myself, doesn’t seriously consider making more eco-friendly purchasing decisions until it’s recommended by trusted friends or family members, or they have children and begin to want to lower their exposure to toxic chemicals.

So, again, peer and family influence hold more weight. Lifestyle changes would hold 2nd place in factoring into our purchasing preferences. Experiencing frequent sales message injections like paper towels made of bamboo will not sway my purchasing decision. Only people or life updates made based on people will influence and cause me to take certain (purchasing) actions.

My last example to highlights how outdated the hypodermic needle theory is comes from a video that was featured on my Instagram newsfeed this week.

Who knew the next viral hashtag challenge would be so dangerous as to require people to put their faith in a stair-stacked pile of milk crates? I’m sure I that will never understand the appeal of the new and aptly named “Milk Crate Challenge” that is sweeping this bored nation.

The last and only challenge I participated in was for a worthy cause (the ALS ice bucket challenge), was empathetically symbolic, and held no potential for me to be rushed to the hospital for broken bones or internal bleeding.

During this long pandemic era, the pull to participate in physically extreme social media challenges is strong for lots of people. Once the first video is introduced, views and video recreations skyrocket. Then within a month, things die down until another challenge is proposed via social media (usually TikTok).

These mediated videos have created so much pull that it has become a legitimate American pastime. The word challenge itself means to dare someone and no one (who’s cool) declines on a dare, right?

Lindlof describes this type of social media response perfectly with his definition of symbolic interactionism. In other words, the way people react with and through symbolic communication is how this huge part of social media culture was formed.

The influence viral social media challenges have on my decision to participate is low since none of my close friends or family are hashtag challenge creators or participants. Also, there would also be no life change (besides Benjamin Button Syndrome) that would inspire me to want to risk my life or health to recreate any of ridiculously entertaining challenge videos I’ve seen online.

I place more meaning behind the things I do, like the ALS challenge, there would have to be an impactful reason behind my decision to participate or peer influence. Perhaps there’s a generational or personality component that causes certain people to feel like they must rise to the challenge and record their results. I wouldn’t know.

I’m just the average consumer who actively watches and listens to mass mediated content but isn’t influenced by it unless I want to be.

How would you normally handle these three media situations? Comment below, discussions are fun.