Effects theory
Frankfurt School
The Frankfurt School was concerned with the influence of the media on the society. They argued that the rise of "culture industry" resulted in increased standardisation within society. The mass audience is manipulated by the hegemony of the ruling classes. The early Frankfurt theorists explored the early power of US media, including advertising and entertainment forms. They emphasised the power of capitalism.
The hypodermic needle model
This model owes much to the supposed power of the mass media, in particular film, to inject the passive audiences with ideologies.
Violence in the media
In our society, effects theory is most often cited as evidence of the dangers of violence. Some of the "moral majority" argue that TV output which is explicitly sexual, too violent or in other ways offensiver it should be censored.
Cultivation Theory
When a single text has been repeated, it will make the audience less sensitive - desensitised
Two step flow
Two step flow assumes a more active audience, who will discuss media texts with each other
My opinion :D
Personally i think that media does influence the audience, whether or not they decide to take action it will always be there. Especially in children who are easily influenced by what they see on TV. Children find TV as a source of information and accept everything that is shown on TV, which can't be controlled by their parents. Parents cannot sit and control what their children see as they might not be around in the first place and therefore should be censored. Not everything we see on TV influences us - in some cases parents do not want their children to watch sex but are fine with violence not because they will do it but its more of a respect thing. I couldnt sit and watch a sex scene with my parents because i would feel uncomfortable. I have a few young cousins who are highly influenced by what comes on TV thats not to say it is all to do with violence but the way they talk, their way of thinking and how they are with people around them.
The Frankfurt School was concerned with the influence of the media on the society. They argued that the rise of "culture industry" resulted in increased standardisation within society. The mass audience is manipulated by the hegemony of the ruling classes. The early Frankfurt theorists explored the early power of US media, including advertising and entertainment forms. They emphasised the power of capitalism.
The hypodermic needle model
This model owes much to the supposed power of the mass media, in particular film, to inject the passive audiences with ideologies.
Violence in the media
In our society, effects theory is most often cited as evidence of the dangers of violence. Some of the "moral majority" argue that TV output which is explicitly sexual, too violent or in other ways offensiver it should be censored.
Cultivation Theory
When a single text has been repeated, it will make the audience less sensitive - desensitised
Two step flow
Two step flow assumes a more active audience, who will discuss media texts with each other
My opinion :D
Personally i think that media does influence the audience, whether or not they decide to take action it will always be there. Especially in children who are easily influenced by what they see on TV. Children find TV as a source of information and accept everything that is shown on TV, which can't be controlled by their parents. Parents cannot sit and control what their children see as they might not be around in the first place and therefore should be censored. Not everything we see on TV influences us - in some cases parents do not want their children to watch sex but are fine with violence not because they will do it but its more of a respect thing. I couldnt sit and watch a sex scene with my parents because i would feel uncomfortable. I have a few young cousins who are highly influenced by what comes on TV thats not to say it is all to do with violence but the way they talk, their way of thinking and how they are with people around them.
