HYPODERMIC NEEDLE THEORY REVISITED IN THE AGE OF TIKTOK
Keywords:
Hypodermic Needle Theory; TikTok; media effects; algorithm; social media; media literacy; short-form video.Abstract
This article revisits the Hypodermic Needle Theory one of the earliest and most influential models of mass media effects in the context of TikTok and contemporary short-form video communication. Originally developed in the early twentieth century, the theory proposed that media messages are injected directly into passive audiences, producing immediate and uniform effects. While largely discredited by later media research, the theory has attracted renewed scholarly attention in the age of algorithmic social media platforms. This article examines whether TikTok's design features including its recommendation algorithm, autoplay function, and viral content mechanics revive conditions under which direct media effects may occur, and considers the implications for media literacy and critical consumption in digital society.
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