Hypodermic Needle Model

The theory states that an intended message is directly received and wholly accepted by the receiver. The model was originally rooted in 1930s behaviourism

It also suggests that viewers of media content are a passive audience who are powerless to resist the impact of the messages in the media source.Meaning that they do not have any influence on the messages coming out of these media sources. This is a lot like Action Theory, in the way that messages are portrayed and noted by the viewer. In a way it gets injected into audiences, hence why it is called the hypodermic needle model.

An example of a phenomenon supporting this model is from the year 1938 whereby people believed there was an alien invasion  because the radio version of H.G. Wells "War of the World" was broadcasted. It caused mass panics as an estimated 1 million US citizens believed an invasion was in fact underway.The nation was in a state of chaos, and this broadcast was the cause of it, showing how certain people can believe media broadcasts even if they are not true.

Another example of this is in football rumors and transfer speculation. Much of what the UK newspapers suggest are true due to some sources, in terms of player transfer speculation, end up being entirely untrue, but audiences believe what they hear or see, due to the reputation of such newspapers.

This theory theory was first introduced in the early 1900s; the theory was an attempt to explain how the general public would react to mass media. Information passes to the audience without the audience really having to think about what the message really is. Therefore it can be applied to music videos, as stereotypes in videos may in turn lead to audiences having unrealistic ideologies and so making music videos may be exaggerated to gain more success as audiences enjoy to view.