MEDIA Direct Effects Flashcards
Hypodermic syringe model
Suggest the audience passively accepts the messages injected into them by the mass media. Direct effects don’t acknowledge differences between members of the audiences and so they are seen as homogeneous. Suggests audiences do not engage with media they just accept it
Packard
Linked with the hypodermic syringe model is the magic bullet theory. The media is like a bullet that penetrates the audience. Primarily directed at impact of advertising but can be more broad. Some argue media organisations aim to have this effect e.g newspapers aim to sway voting habits
Newson
children’s exposure to media violence has a desensitising effect so are more likely to commit acts of violence in reality if exposed to violence in the Media. Suggest effect is subtle and continuous exposure over several years desensitised children so they see violence as the norm and a way of solving problems. media encourages people to identify with the violent perps rather than victims. Research led to increased censorship in film e.g. British board of film given power to add age certificated and agreed on 9pm watershed (no sig sexual or violent scenes) example- James bulger murder by 2 boys and child’s play
Bandura
Media effects on violence and children act more aggressively when given opp. showed 3 groups of children real, a film and a cartoon example of a bobo doll being beaten by an adult model with a mallet, physically hit and aggressive language . There was also a control group (no violence). Children brought to a room of toys but told they couldn’t play with them. they were then brought to a room with a mallet, bobo doll and non violent toys. Children who saw violent examples imitated the violence by beating the doll but children who saw no violence did not beat the doll. 9pm watershed?
Anderson (supporting evidence)
Research into direct effect of music on audience. Studied effect of violent song lyrics on the attitudes and emotions of 500 college students who were asked to listen to songs (violent, non violent and humorous lyrics). Clear pattern of increased aggressive thoughts and feelings of hostility following listening violent song lyrics. Examples of lyrics ‘shoot em up’ ‘bump you off into a dump’
Hall et al
the direct effects of sexualised song lyrics on young audiences. The billboard hot 100 has changed in 1959, 1969, 1979, 1989, 1999 and 2009. They found an increase in sexualised content. ‘An enormous diff between lyrics from ray Charles/Elivs than with lady gaga and Britney Spears. This teaches men to be sexually aggressive and treat women as objects while teaching women their only value in society is to provide sexual pleasure to others. Also leads to poor body image, depression and eating disorders example blurred lines ‘you know you want it’
Hardcastle
examined references to alcohol in song lyrics. Direct effects of song lyrics and examined positive references to alcohol. And found direct affect between the two Exposure of young people to alcohol in the media is a major concern givin it’s impact on drinking behaviours
Positive direct effects- fesbach and singer
found that screen violence can provide a safe outlet for people’s aggressive tendencies known as catharsis. Watching an exciting film releases aggressive energy into safe outlets as viewers immerse themselves in the action
Positive direct effects- young
says that there are two responses to viewing violence in the media. 1. Seeing the effects of violence on victims and their families has a sensitising effect, making people more aware and responsible so they avoid getting this violence 2. Is violence is viewed in a permissible way, it may have a desensitising effect
Criticisms of direct effects model
Gauntlett- children don’t behave naturally under lab conditions 2. Violence not clearly defined as different types within cartoons or references to war and unclear if they have same or diff effects. Some say children can distinguish between fake and real violence and know knot to imitate and diff backgrounds affect media use. Cumberbathc: no conc that violence in media changes people’s behaviour
