Direct effect
- Created by: Millie143_
- Created on: 03-01-23 10:57
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- Direct Effect
- Media effects are seen as significant in regard to areas of social life and culture
- Violence
- Politics
- Health and well Being
- Body image
- Theories
- Vance Dackard
- Magic Bullet theory- Media is like a syringe that injects messages into the audience penetrating their brains like a bullet.
- Elizabeth Newson
- James Bulger case- The murder of a boy by two ten year olds
- Bandura
- Children would imitate violence shown on TV
- Boho doll experiment- Children shown a film clip of an adult punching a bobo doll. The kids were left alone in a classroom designed for this experiment and they would copy the adult and start being aggressive towards toys.
- Effects of media are direct and immediate- could argue that the kids weren't violent the real world
- Children would imitate violence shown on TV
- Vance Dackard
- Examples- News papers and advertisement
- Music direct effects
- Anderson et al-conducted research into direct effect of music on an audience
- Violent song lyrics- 500 college students- got them to listen to violent and non violent music- clear patters of aggressive thoughts and feelings of hostility from violent lyrics
- Hall et al (20011)- research into direct effect of sexualising song lyrics on young audience.- studied from the years 1959-2009- the lyrics teach young men to be sexually aggressive towards women and their value to society is to pleasure men
- Hardcastle et al- lyrics have positive references to alcohol and the use of it. But it contrasts to public health messages about the dangers of excessive alcohol use
- Feshbach and singer- Two groups one was exposed yo non violent images while the other was shown violent- they found that those with the non violent images were more aggressive after wards in comparison to the others who had lost that built up anger- catharsis
- Field experiment- use real-life situations
- Desensitisation- happens over time becoming more tolerant
- Seeing and hearing violence can make someone deterrent because they are aware of the real result
- Anderson et al-conducted research into direct effect of music on an audience
- Indirect effect
- The Two-step flow model- Someone in power taking information from the media and informing others
- Katz and Lazarsfeld- opinion leaders in influencing the views of others. They have more exposure to media views makking them some what of an expert on the topic.
- Influence on media reaches the audience through the two steps- the opinion leader takes in the media messages- the opinion leader transmits these on within context of social relationships.
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- Media effects are seen as significant in regard to areas of social life and culture
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