Analisis Teori Jarum Hipodermik Pada Komunikasi Massa : Studi Kasus Produk Blue Band

Abstract

The significance of comprehending the process of forming and influencing public trust in specific products, particularly in the domain of consumer goods such as margarine, notably the Blue Band brand, cannot be overstated. The intricate and multi-layered communication process stands out as a pivotal factor in shaping this trust. This study delves into the analysis of the Hypodermic Needle Theory within the realm of mass communication, with a specific focus on Blue Band products. The Hypodermic Needle Theory asserts that mass media possesses the capability to directly impact the thoughts and behaviors of its audience. Employing a qualitative approach, this study seeks to unravel how messages conveyed through mass media, particularly advertisements, can mold individuals' perceptions and attitudes toward specific products. Case studies revolving around Blue Band products take center stage in this research. Blue Band, a margarine brand, has successfully crafted an image as a premium-quality and highly recommended product. Through the narrative depicted in their advertisements, Blue Band effectively instilled the perception that their product is deserving of trust.