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 movies, facebook and so on. Copyright violence.
Moral panics happen when members of a society and culture become outraged, fearful and upset by the challenges and menaces posed to their accepted values and ways of life, by the activities of groups defined as deviant
Cultivation theory: Gerbner
Gerbner built on the work done by Bandura. He suggested that the media doesn't simply inject us, but cultivates particular beliefs/attitudes over time. Cultivation theory states that high frequency viewers of television are more susceptible to media messages and the belief that they are real and valid. Heavy viewers are exposed to more violence and therefore are affected by the 'mean world syndrome', the belief is that the world is far worse and dangerous place than it actually is. Cultivation theorists posit that television viewing can have long-term effects that gradually affect the audience.
The theory suggests that prolonged watching of TV can tend to induce a certain paradigm about violence in the world.
Panic from the media control the people.
Gerbner found that heavy TV viewing led to mainstreaming - a common outlook on the world based on the images and labels on TV. Mainstreamers would describe themselves as politically moderate.
Violent video games can lead to brain problems. PTSD and Alzheimer's
Non-violent video games improves hippocampus/memory and overall brain activity.
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 movies, facebook and so on. Copyright violence.
Moral panics happen when members of a society and culture become outraged, fearful and upset by the challenges and menaces posed to their accepted values and ways of life, by the activities of groups defined as deviant
Cultivation theory: Gerbner
Gerbner built on the work done by Bandura. He suggested that the media doesn't simply inject us, but cultivates particular beliefs/attitudes over time. Cultivation theory states that high frequency viewers of television are more susceptible to media messages and the belief that they are real and valid. Heavy viewers are exposed to more violence and therefore are affected by the 'mean world syndrome', the belief is that the world is far worse and dangerous place than it actually is. Cultivation theorists posit that television viewing can have long-term effects that gradually affect the audience.
The theory suggests that prolonged watching of TV can tend to induce a certain paradigm about violence in the world.
Panic from the media control the people.
Gerbner found that heavy TV viewing led to mainstreaming - a common outlook on the world based on the images and labels on TV. Mainstreamers would describe themselves as politically moderate.
Violent video games can lead to brain problems. PTSD and Alzheimer's
Non-violent video games improves hippocampus/memory and overall brain activity.
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