The Effects/Hypodermic Model

*This is related to the Audience Theory*

Effects Model

• Consumption of media text has an effect/influence the audience.
• Negative effect
• Audiences are powerless (can not help) to prevent the influence. *Passive*
• The power lies in the message of the text - no matter what we can't do nothing about it

Hypodermic Model

• Messages in media texts are *injected* into the audience by the powerful, *syringe0like* media.
• Audience is powerless to resist.
• Media works like a drug and th audience isdrugged, addicted or duped (fooled).

Evidence Of Effects Model - Bobo Doll Experiment

Contriversal piece of research that children copy violent behaviour conduted in 1961 by Albert Bandura.


In conlusion the experiment demonstrated how children will imitatae violent media content. Many problems with the experiment:

1. What do you think are the flaws with the moethodology?
2. Does it indeed prove that children imitate violent media content?

Key Examples of Media Texts that contribute to violence include:

• Childs Play 3 - viloence projected/shown in the murder of James Bulger in 1993
  
  
• Manhunt - resulted to the muder of Stefan Pakeerah in 2004 by friend Warren LeBlanc.
• A Clockwork Orange (1971) in a number of rapes and violent attacks.
• Servance (2006) murder of Simon Everitt.

In each case it was found that NO case could be proven to demonstrate a link between the text and the violent acts.