Theodore Adorno

The hypodermic needle theory 

-The hypodermic needle is a metaphor created by Theodore Adorno in his theory being used to describe how people consume different media types and the direct effect they receive when doing so.

-For example, values in a television program, aggressive attitudes in computer games or violent behavior in films could be ‘injected’ into the audience.

-One of the most influential versions of this kind of ‘hypodermic’ theory of media effects was advanced by Theodor Adorno and Max Horkheimer: the ‘Pessimistic mass society thesis’ which conveys ideas of a ‘mass culture’ for the audience. This idea suggests that the media has the power to ‘inject’ a repressive ideology into the consciousness of the masses (who are powerless to resist).

Relation to music videos

-A controversial topic in modern society is the effect that music video has on the younger generation. This effect of course is usually recognised or highlighted by the ‘digital immigrants’ (older generation) who do not engage or consume media in the same way we do.

-The theory suggests that certain music video genres/artists such as rap or RnB deem inappropriate through the lyrics or themes and can create a change of attitude (usually for the worse) or creating an acceptance.