The Hypodermic Needle Theory
The theory suggests that the mass media could influence a very large group of people directly and uniformly by ‘shooting’ or ‘injecting’ them with appropriate messages designed to trigger a desired response.
Both images used to express this theory (a bullet and a needle) suggest a powerful and direct flow of information from the sender to the receiver. The bullet theory graphically suggests that the message is a bullet, fired from the "media gun" into the viewer's "head". With similarly emotive imagery the hypodermic needle model suggests that media messages are injected straight into a passive audience which is immediately influenced by the message.
Example
Media theorists have classified the "War of the Worlds" broadcast as the archetypal example of the Magic Bullet Theory. This is exactly how the theory worked, by injecting the message directly into the "bloodstream" of the public, attempting to create a uniform thinking.
This reference was taken from: http://www.utwente.nl/cw/theorieenoverzicht/Theory%20clusters/Mass%20Media/Hypodermic_Needle_Theory.doc/
All true - but how does this link with what you want to do with your music video. Are you trying to get a message across to your audience?
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