Theories About Media's Effect on People

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...

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...t is not that big a deal. Violence

has always existed, inappropriate language has always existed.

The only other explanation is that parents' views on subjects such as

sex have changed. For example twenty years ago, if you had have asked

your parents what sex was, they would have tried to avoid answering

you or said they would tell you when you were older. That does not

mean to say that it doesn't happen today. Nevertheless, if a child

were to ask their parents what sex was, I think at least 50% of

parents would explain it to them, because it's natural thing. In

addition, they learn it at school. Why should it be such a taboo?

Moreover, as for the Morals of today's society having changed because

of Television and the media is incorrect. The people have to change

their morals first before the media can exploit them!