The Effects model

Here are the notes we wrote up in class about the effects model:-



-the consumption of medcia texts has on effects or influence upon the audience



-it is normally considered that this effect is negative



-audience are passive and powerless to prevent the influence



-the power lies with the message of the text



THE EFFECTS MODEL IS ALSO KNOW AS THE HYPODERMIC MODEL



-here, the message in the media texts are injected into the audience by the powerful, syring like media



-therefore, the media works like a drug and the audience is drugged, addicted, doped and duped



Key evidnece for the Effects Model



-1). The Frankfurt school theorised in the 1920's and 30'sthe mass media acted to resrict and control audiences to the benefit of corporate capitalism and goverment



-2). The Bobo Doll experiment



This is a verycontroversial piece of researchthat appartently proved that children copy violent behaviour.



The Bobo Doll experiment was conducted in 1961 by Albert Bandura



In the experiment:-



-children watched a video where an adult violently attacked a clown toy called a Bobo Doll



-the children were then taken to a room with attractive toys that they were not allowed to play with or touch



-the children where thenled to another room with Bobo Dolls



-88% of the children imitated the violent behaviour that they had earlier viewed. 8 months later 40% of the children reproduced the same violent behaviour



-the conclusion reached was that children will imintate violent media content

-there was many flaws in the experiment