Applying The Hypodermic Needle Theory To Representation Of Veterans In The Media - Rhys Wallett
In the Media, we can see how the Hypodermic needle theory has been used to create a generally progressive representation of Veterans. For example, when looking at this advert from National Geographic, we can see how a representation of heroism is demonstrated in the sub-title "Remarkable Stories of Heroism, Sacrifice, and Honor." The three abstract nouns "Heroism, Sacrifice, and Honor", which have pragmatics of nobility and bravery create a progressive ideology that all war Veterans are heroes who deserve respect and adoration. Therefore, the media is using the Hypodermic Needle as it is injecting an idea that becoming a Veteran is the heroic option in society and it is subconsciously persuading the viewer to join the army.
Plus, patriotism is also shown in this advert, by the CVI which is a mid shot of a soldier using indirect mode of address waving The American Flag. This is effective as The American Flag has connotations of patriarchy, pride and nobility, therefore this advert is demonstrating that Veterans make America proud, which allows the Hypodermic Needle Theory to suggest how they are attempting to embed an idea of Veteran heroism in the viewer's brain, which also doubles as an effective form of persuasion to join the army.
However, we can also see how Veterans are also represented in different ways on different media forms. For example in the Netflix show One Day at a Time, they have attempted to prove how War Veterans are just like everyone else and instead of creating an ideal that Veterans are heroes, they are just normal people:
In this trailer, for example, they show a more serious, truthful side to being a Veteran when Penelope says "I went to war. I got hurt. And when I got back, there was an organisation set up to help me and other veterans get the help we need.". This provides evidence of an attempt to highlight the underbelly of being a veteran: the fact that it can destroy you, physically and mentally. Therefore, when applying the Hypodermic Needle Theory to this trailer, we can see how Netflix has attempted to break from the generally progressive, heroic portrayal of Veterans and has instead decided to show how they are just people who need some compassion like the rest of us. This ideal is also enforced by Netflix's decision to make Penelope a mum as this shows how Veterans are like the rest of us. This is shown in the mid shot with Lydia, Elena and Penelope when she celebrates when Elena gets accepted into the "Young Voices" programme.
In addition, there is also the progressive representation of ethnicity in relation to the Veteran community. This is proven when we get hints that the Alvarez family are Cuban, such as how Penelope is called the racist term 'Maria' and rants about it to Dr Berkowitz in his office. While is regressive to society, we can see how it is progressive for Veterans as it shows how American soldiers can be of many ethnicity's, and so breaks the general view of Veterans, which is stereotypically a white Caucasian male. Plus, it also allows feminism to be portrayed by having the soldier in question be a proud mum which suggests a progressive representation of women's equality in our society today.
Plus, patriotism is also shown in this advert, by the CVI which is a mid shot of a soldier using indirect mode of address waving The American Flag. This is effective as The American Flag has connotations of patriarchy, pride and nobility, therefore this advert is demonstrating that Veterans make America proud, which allows the Hypodermic Needle Theory to suggest how they are attempting to embed an idea of Veteran heroism in the viewer's brain, which also doubles as an effective form of persuasion to join the army.
However, we can also see how Veterans are also represented in different ways on different media forms. For example in the Netflix show One Day at a Time, they have attempted to prove how War Veterans are just like everyone else and instead of creating an ideal that Veterans are heroes, they are just normal people:
In this trailer, for example, they show a more serious, truthful side to being a Veteran when Penelope says "I went to war. I got hurt. And when I got back, there was an organisation set up to help me and other veterans get the help we need.". This provides evidence of an attempt to highlight the underbelly of being a veteran: the fact that it can destroy you, physically and mentally. Therefore, when applying the Hypodermic Needle Theory to this trailer, we can see how Netflix has attempted to break from the generally progressive, heroic portrayal of Veterans and has instead decided to show how they are just people who need some compassion like the rest of us. This ideal is also enforced by Netflix's decision to make Penelope a mum as this shows how Veterans are like the rest of us. This is shown in the mid shot with Lydia, Elena and Penelope when she celebrates when Elena gets accepted into the "Young Voices" programme.
In addition, there is also the progressive representation of ethnicity in relation to the Veteran community. This is proven when we get hints that the Alvarez family are Cuban, such as how Penelope is called the racist term 'Maria' and rants about it to Dr Berkowitz in his office. While is regressive to society, we can see how it is progressive for Veterans as it shows how American soldiers can be of many ethnicity's, and so breaks the general view of Veterans, which is stereotypically a white Caucasian male. Plus, it also allows feminism to be portrayed by having the soldier in question be a proud mum which suggests a progressive representation of women's equality in our society today.
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