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Theories About Media's Effect On People

1544 words - 6 pages

Theories About Media's Effect on People

People have invented many different theories as to why and how the
media can affect people.

1. 'The Hypodermic Model'

The Hypodermic model suggests that the messages from the media go
directly into the minds of viewers, because they present information
in such a powerful way that people immediately take it in and believe.

For example 'The John Leslie scandal'. People reading this story,
especially in a tabloid would instantly think that he did rape Ulrika
Johnson, even though she had never said so herself and the reader has
no evidence.

2. 'The Cultivation Theory'

The cultivation theory suggests that the media create stereotypes of
places and people. It expresses the more that people watch; the more
they are likely to develop certain views, possibly negative views
about the world, which are untrue.

An example of this is that films such as Die-hard and many other crime
films are set in New York. This would deceive people into thinking
that New York is a place where there is lots of crime and violence,
which is not true.

3. Desensitisation

Desensitisation suggests that views on whether or not something is
violent, are affected by the measure of violence they are exposed to
by the Media, mostly on Television.

4. The Modelling/Copycat Theory

This theory suggests that children pick up violent behaviour from
programmes such as 'The Power Rangers'. They may watch the programme
and re-create the fight scenes. Which could result in injuries or the
children's conception to violence being substituted, to thinking that
violence is a normal thing and it is acceptable?

5. 'The Effects For Good Theory'

The BBC believes that the media can affect people for the better. For
example the relationship between Mo and Trevor on East Enders,
uncovered what many people found to be distressing scenes of Domestic
Violence. The BBC says that people involved in Domestic Violence may
have benefited from viewing this. The victim may have obtained
strength and the abuser may have seen how he/she behaved and changed
for the better. It also uncovered the eyes of many people who live
perfect lives to the world around them.

Moral Panics Essay

The Media Effects Us in Different Ways…

The Gratification's theory

The Gratification's theory, is different to the other theories because
all of the other theories say that the Media effects us for definite.
Whereas the Gratification's theory questions whether the media does
actually have an effect on us at all and if so, how it affects us.

It expresses that every person is different. The Media affects not
everyone, because not everyone takes notice by reading tabloids or
they do not watch certain...

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