The Diffusion of Innovation, 5th ed by Everett Rogers

The Hypodermic Needle Model

  • This model postulates that the mass media has direct, immediate, and power effects on a mass audience. They were perceived as a strong influence on behavior change during the 40’s and 50’s. Later research show that it was too simple, too mechanistic, and too gross to give an accurate account of media effects. It ignored the role of opinion leaders.
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One Response to “The Diffusion of Innovation, 5th ed by Everett Rogers”

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