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Effects theory and the hypodermic needle In effects theory, the media are powerful, negative forces who control the masses. The media is seen as a hypodermic needle, injecting our helpless minds with messages which we take on board fully. This originated from a now notorious study carried out by Bandura in 1961. Bandura 's study used a toy called a 'bobo doll' , and it measured behaviours of children who watched a model beating up the doll. The model was either rewarded or punished, and Bandura noted that children would replicate the violent behaviour when it was rewarded. This suggested that audiences are passive, and that the media has an enormous influence on our behaviour. In particular, effects theories state that media representation of aggressive or violent behaviour can lead to imitation. The effects model is still in evidence today, particularly in tabloid newspapers who construct moral panics around the latest buzz in the media - rap music videos, horror mov...
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