EFFECTS THEORY
To sum up the effects theory it can be viewed as forced ideolgies on a passive audience.
The Frankfurt School
This is the impact of the rise of the media industires on society. They argued that the rise of the "culture industry" resulted in increased standardisation within society. Society controls evrything and culture is processed through the mass media as sometihng which is bought and sold. So culture is produced by the industry of the media.
The mass audience is thus manipulated and indoctrinated by society and progresively less able to criticise it. The mass media prevent culture from being effectively communicated in any authenic form until it has first been comodified and changed to fit the capitalist system.
The Hypodermic needle model
This is a model which demonstrates the effects of the mass media on their audiences. In particular this applies to film- which is designed to inject the passive audiences with ideologies.
The audience is seen as a passive mass who will immediately accept whatever version of events is given in the media.
Violence in the media.
Some argue that TV output which is explicitly sexual, too violent or in other ways offensive may be censored as it may influence the audience to act in the same way. This again assumes that the audience is passive.
Today's audience are more media literate and are able to decode media texts without being injected in this way.
Theorists will try to blame the media for all anti-social behaviour.
Cultivation theory
While a single text does not have much effect, repeated exposure will make the audience less sensitive. Critics call it becoming "desensitised"
Social attitudes and expectations have changed so much.
Two step flow
This assumes a more active audience, who will discuss media text with each other. If the text is discussed with someone we respect then we may well be passive enough to accept their received views of the text.
MY OPINION...
I agree with the view that as an audience we are manipulated into being like people we see on television. I think that this especially applies to young children as they are the most naive, in aspiring to people on television. I also think that the audience are also passive in terms of what is portrayed to them in the media. Whatever version of events is presented to them, they are passive in believing what they see, even if that may not be the whole truth. This can also link to the idea of "moral panoic" as the audience become indoctrinated with information so much, that they start to fear what might happen.
To sum up the effects theory it can be viewed as forced ideolgies on a passive audience.
The Frankfurt School
This is the impact of the rise of the media industires on society. They argued that the rise of the "culture industry" resulted in increased standardisation within society. Society controls evrything and culture is processed through the mass media as sometihng which is bought and sold. So culture is produced by the industry of the media.
The mass audience is thus manipulated and indoctrinated by society and progresively less able to criticise it. The mass media prevent culture from being effectively communicated in any authenic form until it has first been comodified and changed to fit the capitalist system.
The Hypodermic needle model
This is a model which demonstrates the effects of the mass media on their audiences. In particular this applies to film- which is designed to inject the passive audiences with ideologies.
The audience is seen as a passive mass who will immediately accept whatever version of events is given in the media.
Violence in the media.
Some argue that TV output which is explicitly sexual, too violent or in other ways offensive may be censored as it may influence the audience to act in the same way. This again assumes that the audience is passive.
Today's audience are more media literate and are able to decode media texts without being injected in this way.
Theorists will try to blame the media for all anti-social behaviour.
Cultivation theory
While a single text does not have much effect, repeated exposure will make the audience less sensitive. Critics call it becoming "desensitised"
Social attitudes and expectations have changed so much.
Two step flow
This assumes a more active audience, who will discuss media text with each other. If the text is discussed with someone we respect then we may well be passive enough to accept their received views of the text.
MY OPINION...
I agree with the view that as an audience we are manipulated into being like people we see on television. I think that this especially applies to young children as they are the most naive, in aspiring to people on television. I also think that the audience are also passive in terms of what is portrayed to them in the media. Whatever version of events is presented to them, they are passive in believing what they see, even if that may not be the whole truth. This can also link to the idea of "moral panoic" as the audience become indoctrinated with information so much, that they start to fear what might happen.
posted by Balinder's Blog at 3:57 AM
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