direct effects Flashcards
Packard - Direct Effects
Hypodermic Syringe Model / Magic Bullet Theory - The audience passively accepts the messages ‘injected’ into them by the mass media. His work was primarily directed to the impact of advertising, but others have applied it more broadly. Some sociologists have applied it to media organisations trying to swing voting habits.
Newson - Direct Effects
Children’s exposure to the media violence has a desensitising effect and children are more likely to copy the acts of violence they see in the media. Eg, the murder of James Bulger, the two boys had watched Child’s Play and were imitating the behaviour. If children continue to watch the violence they will get desensitised and Newton’s work led to increased censorship in the film industry.
Bandura - Direct Effects
Explored the media effects on children. The Bobo Doll experiment - There were three groups of children who were shown someone being aggressive to the Bobo doll, (real, a film and a cartoon examples of boho doll being beaten with a mallet), there was a further group of children who were shown no violence towards the doll. The children were left with no toys, just the Bobo doll, the ones who had been shown violence imitated the violence towards the doll but the control group showed no violence towards the doll.
Anderson et al - Direct Effects
Violent lyrics - Looked into the direct effect of music on an audience. 500 college students had to listen to violent, non violent and humorous lyrics. There was a clear pattern of increased thoughts and feelings of hostility following on from listening to violent music. Eg, ‘Hit ‘em up’ by Run DMC and ‘Finger lickin’ good’ by the Beastie Boys.
Hall et al - Direct Effects
Sexualised lyrics - Looked into the direct effect of sexualised lyrics on young audiences, from the Billboard top 100. From 1959 to 2009 there was a huge increase in sexualised content. Hall et al found that the media content can teach young men to be sexually aggressive and treat women as objects whilst teaching young women that their value to society is to provide sexual pleasure to others. Eg, ‘Blurred lines’ by Robin Thicke and ‘Literally I can’t’ by Redfoo.
Hardcastle et al - Direct effects
Alcohol in lyrics - Researched the effect of positive references to alcohol within song lyrics. They claimed that the exposure of young people to alcohol in the media is a major concern given its potential impact on drinking behaviours.
Fesbach and Singer - Direct effects
Found that screen violence can actually provide a safe outlet for people’s aggressive tendencies. They suggest watching an exciting film is cathartic and releases aggressive energy into safe outlets. (Positive effect)
Young - Direct effect
Sensitising effect - There are two responses to seeing violence, the first is that it can make the audience aware of the consequences the violence can bring. For example on Crimewatch and 24 hours in police custody. Secondly, it can desensitise people to the behaviour. (Positive effect
