Modern researchers wanted more empirical explanations for the relationship between media and audience. Significance The magic bullet theory is considered too cumbersome to test and offers inaccurate results. The results actually showed that interpersonal relationships influenced people more often by the media. Instead of proving the theory, it showed that the majority of viewers did not respond to the propaganda. The study, conducted by Paul Lazarsfeld, Bernard Berelson and Hazel Gaudet used a modification of the magic bullet theory called the Two Step Flow theory. Roosevelt, a study called вЂњThe PeopleвЂ™s ChoiceвЂќ tested the theory. Misconceptions In the 1940 presidential election of Franklin D. In reality, this incident sparked research into the phenomenon and eventually showed that reactions depended on situational and attitudinal aspects of the various individual listeners. The most famous magic bullet incident was the 1938 radio broadcast of вЂњThe War of the WorldsвЂќ and the mass reaction of the American audience that thought it was real. Application This theory, based on assumptions about human nature rather than on empirical evidence, was not as widely accepted as mass-media experts of the era indicated.

Magic bullet theory assumes that the audience is singular and passive. In this theory, the creators of mass media strictly manipulate the audience as a single unit and the media-makers find it easy to direct viewerвЂ™s thoughts and actions. Information, the theory claims, passes into the audience membersвЂ™ consciousness as a mass or single entity, without regard for individual opinions, experiences or intelligence. It is a 'crude model,' adds Media Know All, since it leaves out any attempt by the audience to consider or challenge the data. Mass media, in this view, is dangerous because people believe the message since there is no other source of information.

Viewers are sitting ducks with no chance to avoid or resist the impact of the message. The theory вЂњsuggests that the message is a bullet, fired from the вЂmedia gunвЂ™ into the viewerвЂ™s head,вЂ™вЂќ states the University of Twente. Even Hitler monopolized the mass media in the belief that he could use it unify the German public behind the Nazis in the 1940s. In the 1930s, the Payne Fund, developed by the Motion Picture Research Council, studied the impact of motion pictures on children to see if the magic bullet effect was controllable. History Several factors, including widespread popularity of radio and television, led to this вЂњstrong effectsвЂќ theory of media influence.ДЄlso important were the new вЂњpersuasion industriesвЂќ of advertising and propaganda being utilized by industries and governments alike. According to University of Twent in the Netherlands, the theory states that mass media has a вЂњdirect, immediate and powerful effect on its audiences. Magic bullet theory has been around since the 1920s to explain вЂњhow mass audiences might react to mass media,вЂќ reports Media Know All. The magic bullet perspective, also called the hypodermic needle model, is a model for communications.

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