Callum Seward
This theory implies that the mass media has a direct, immediate and powerful effect on it's audiences. The needle is the media and they are 'injecting' messages and stereotypes to the public and us the people, will begin to believe it and start to get their own opinions on what they are saying. This is a passive audience theory because the passive audience will accept the video and then they would accept what the media are saying to them.
The Hypodermic Needle Theory is in this music video because the media is portraying that war is a bad thing and that people want to be 'woken up' when all war has stopped. This is injected to us by the media because most people agree that all the wars should end but they would be inactive in doing so.
Our music video concept is a guy getting ready for a date with a girl and it shows him getting ready and making silly and stupid mistakes but his friends always are there to help him. This concept should be passively accepted by the audience because it is quite a common problem everyone has at some point in their life. This is why the audience will happily accept what the 'media' is showing you with our music video concept.