Hypodermic Needle Theory Research

http://www.suite101.com/content/theories-of-violence-in-the-media-a52284
Key Quote: Most researchers argue that these kinds of effects are rare, or involve events of little consequence. For example, when someone watches a pizza commercial and then orders the pizza seen on the TV, this is more or less a magic bullet effect. However, it's much less likely that someone will see a school shooting on TV and then immediately attack a school.

http://en.wikipedia.org/wiki/Hypodermic_needle_model
Key Quote: The phrasing "hypodermic needle" is meant to give a mental image of the direct, strategic, and planned infusion of a message into an individual. But as research methodology became more highly developed, it became apparent that the media had selective influences on people.

http://en.wikipedia.org/wiki/Audience_theory
Key Quote: The high adoption rate of convergent technology amongst the younger generation has changed the way film/video/music etc is accessed and the worlds largest companies and broadcasters are continually looking and reviewing the way that they use these mediums to feed the ever hungry audiences the diet of media they desire.

http://www.utwente.nl/cw/theorieenoverzicht/Theory%20clusters/Mass%20Media/Hypodermic_Needle_Theory.doc/
Key Quote: They express the view that the media is a dangerous means of communicating an idea because the receiver or audience is powerless to resist the impact of the message. There is no escape from the effect of the message in these models. The population is seen as a sitting duck. People are seen as passive and are seen as having a lot media material "shot" at them. People end up thinking what they are told because there is no other source of information.

http://mediaappreciation.blogspot.com/2009/10/hypodermic-needle-theory.html
Key Quote: The governments understood the power of this theory. They used it to influence people and pass their decisions which might their people do not like and support. The magic is done by news. Media producers know that people are spending most of their time using media and they taking their information from it. By applying the hypodermic needle theory and controlling the content of the news, manipulating people will be easy. The most common and effective medium to deliver this kink of messages is TV, the main source of news. As for the theory, whatever kind of news content is shown on the TV, it will be injected on people’s minds and it will influence them. They will not challenge it because there is no other source. They will accept it and believe it specially if it came from famous media such as BBC, FOX or CNN or even New Yourk Times.