9.3.1
Media Theories
Hypodermic Syringe Model
Hypodermic Syringe Model
This model states that there is a direct correlation between violence/antisocial behaviour portrayed in the media and such behaviour in real life.
The approach
The approach
- The hypodermic syringe approach to media effects believes that a direct correlation exists between the violence and anti-social behaviour portrayed in films, on television, in computer games, in rap lyrics, etc. and violence and antisocial behaviour such as drug use and teenage gun/knife crime found in real life.
Socialisation
Socialisation
- The model suggests that children and teenagers are vulnerable to media content because they are still in the early stages of socialisation and therefore very impressionable.
- Early studies of the relationship between the media and violence focused on conducting experiments in laboratories.
Bandura et al.
Bandura et al.
- Bandura et al. carried out an experiment on young children which involved exposing them to films and cartoons of a bobo doll being attacked with a mallet.
- They concluded on the basis of this experiment that violent media content could lead to imitation or copycat violence.
Criticisms
Criticisms
- However many thinkers argue that the model is too deterministic in assuming all audiences will respond violently to violent media.
- They argue there can be many other responses to such violence.
Other Models
Other Models
Catharsis, sensitisation and the two-step flow model are other theories sociologists have proposed to explain how we interact with the media.
Catharsis
Catharsis
- This is the idea that the media can provide a safe outlet for people’s aggressive tendencies. - Fesbach and Sanger argue that by immersing yourself into a violent film aggressive energy is released in a safe way.
Sensitisation
Sensitisation
- Young argues that seeing the effects of violence can make people more aware of the consequences and less likely to become violent themselves.
- He suggests that violent scenes can be so graphic and so shocking that they put people off violence.
The two-step flow model
The two-step flow model
- Katz and Lazarsfeld suggest that personal relationships and conversations with significant others, such as family members, friends, teachers and work colleagues, result in people modifying or rejecting media messages.
- They argue that social networks are usually dominated by opinion leaders, i.e. people of influence whom others in the network look up to and listen to.
Opinion leaders
Opinion leaders
- These people usually have strong ideas about a range of matters.
- Moreover, these opinion leaders expose themselves to different types of media and form an opinion on their content.
- These interpretations are then passed on to other members of their social circle.
Indirect influence
Indirect influence
- Messages have to go through two steps or stages.
- Firstly, the opinion leader is exposed to the media content.
- Secondly they pass the message on to their social circle.
- Those who respect the opinion leader internalise their interpretation of that content.
Active audiences
Active audiences
- Consequently, media audiences are not directly influenced by the media.
- Rather, they choose to adopt a particular opinion, attitude and way of behaving after negotiation and discussion with an opinion leader.
- The audience is, therefore, not passive, but active.
1Theory & Methods
1.1Sociological Theories
1.2Sociological Methods
2Education with Methods in Context
2.1Role & Function of the Education System
2.2Educational Achievement
2.3Relationships & Processes Within Schools
3Option 1: Culture & Identity
3.1Conceptions of Culture
3.2Identity & Socialisation
3.3Social Identity
3.4Production, Consumption & Globalisation
4Option 1: Families & Households
4.1Families & Households
4.2Changing Patterns
4.3The Symmetrical Family
4.4Children & Childhood
5Option 1: Health
5.1Social Constructions
5.2Social Distribution of Healthcare
5.3Provision & Access to Healthcare
5.4Mental Health
6Option 1: Work, Poverty & Welfare
6.1Poverty & Wealth
7Option 2: Beliefs in Society
7.1Ideology, Science & Religion
7.2Religious Movements
7.3Society & Religion
8Option 2: Global Development
8.1Development, Underdevelopment & Global Inequality
8.2Globalisation & Global Organisations
8.3Aid, Trade, Industrialisation, Urbanisation
9Option 2: The Media
9.1Contemporary Media
9.2Media Representations
10Crime & Deviance
10.1Crime & Society
10.2Social Distribution of Crime
Jump to other topics
1Theory & Methods
1.1Sociological Theories
1.2Sociological Methods
2Education with Methods in Context
2.1Role & Function of the Education System
2.2Educational Achievement
2.3Relationships & Processes Within Schools
3Option 1: Culture & Identity
3.1Conceptions of Culture
3.2Identity & Socialisation
3.3Social Identity
3.4Production, Consumption & Globalisation
4Option 1: Families & Households
4.1Families & Households
4.2Changing Patterns
4.3The Symmetrical Family
4.4Children & Childhood
5Option 1: Health
5.1Social Constructions
5.2Social Distribution of Healthcare
5.3Provision & Access to Healthcare
5.4Mental Health
6Option 1: Work, Poverty & Welfare
6.1Poverty & Wealth
7Option 2: Beliefs in Society
7.1Ideology, Science & Religion
7.2Religious Movements
7.3Society & Religion
8Option 2: Global Development
8.1Development, Underdevelopment & Global Inequality
8.2Globalisation & Global Organisations
8.3Aid, Trade, Industrialisation, Urbanisation
9Option 2: The Media
9.1Contemporary Media
9.2Media Representations
10Crime & Deviance
10.1Crime & Society
10.2Social Distribution of Crime
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