Direct Effect

Question 1

Hypodermic syringe model/magic bullet theory (packard)

Answer 1

• media is like a syringe that injects its messages into audience
  Eg. Grand theft auto (people mimicking aspects of the game such as stealing cars)

Question 2

Newson

Answer 2

• children’s exposure to media violence has a desensitising effect and are more likely to commit acts of violence in reality if they have been exposed to violence in the media
  Eg. James bulger case (child’s play 3 has influence on murder and exposure to violent movies may have influenced behaviour of the boys)

Question 3

Bandura

Answer 3

• children act more aggressively when given the opportunity to do so
• Bobo doll experiment: Bandura showed three groups of children real, film and cartoon examples of a Bobo doll being beaten with a mallet and a control group of children were shown no violence, they were taken to a room with lots of toys but being frustrated as the toys were not for them and taken to a room with a Bobo doll and a mallet
• children who has seen violent examples imitated violence while children who had seen no violence did not beat the doll
• illustrates the idea that what we see in the media directly impacts our norms