Magic Bullet Theory New assessments that the Magic Bullet Theory was not accurate came out of election studies in "The People's Early mass(ouh减tion model Choice,"(Lazarsfeld,Berelson and Gaudet,1944/1968).The project was conducted during the election of Franklin D Roosevelt in 1940 to determine voting patterns and the Mass media relationship between the media and political behavior.The 0 0 0 majority of people remained untouched by the propaganda; 0 0 interpersonal outlets brought more influence than the media 00 00 0 00 The effects of the campaign were not all-powerful to where 00 they persuaded helpless audiences uniformly and directly, '0 which is the very definition of what the magic bullet theory %0 0o0 does.As focus group testing,questionnaires,and other methods of marketing effectiveness testing came into widespread use;and as more interactive forms of media(e.g.: 0,solatedndivdu的 internet,radio call-in shows,etc.)became available,the constituting a mass magic bullet theory was replaced by a variety of other,more instrumental models,like the two step of flow theory and diffusion of innovations theory New assessments that the Magic Bullet Theory was not accurate came out of election studies in "The People's Choice," (Lazarsfeld, Berelson and Gaudet, 1944/1968). The project was conducted during the election of Franklin D. Roosevelt in 1940 to determine voting patterns and the relationship between the media and political behavior. The majority of people remained untouched by the propaganda; interpersonal outlets brought more influence than the media. The effects of the campaign were not all-powerful to where they persuaded helpless audiences uniformly and directly, which is the very definition of what the magic bullet theory does. As focus group testing, questionnaires, and other methods of marketing effectiveness testing came into widespread use; and as more interactive forms of media (e.g.: internet, radio call-in shows, etc.) became available, the magic bullet theory was replaced by a variety of other, more instrumental models, like the two step of flow theory and diffusion of innovations theory. Magic Bullet Theory