DIGITAL MEDIA AND THE RELEVANCE OF THE BULLET THEORY TODAY

This study examined the relevance of the Magic Bullet Theory, also known as the Hypodermic Needle Theory, in the digital age. Using a qualitative approach, the study explored three objectives: examining the core tenets of the theory, analyzing criticisms against it, and assessing its applicability in the era of social media. The analysis focused on two social media events: the Monkeypox Killer Vaccine incident of October 2017 and the Salt Water Bath incident during the 2014 Ebola Virus outbreak. Findings reveal that audiences still react in an “actively passive” manner to specific media content, a phenomenon described as the “Zombie Effect,” supporting the continued relevance of the Magic Bullet Theory. The study recommends further research on the theory across different contemporary issues