9.3.1

Media Theories

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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

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.   
Jump to other topics
1

Theory & Methods

1.1

Sociological Theories

1.1.1Marxism1.1.2Feminism1.1.3Social Action Theories
1.2

Sociological Methods

1.2.1Types of Data1.2.2Positivism & Interpretivism1.2.3Research Design1.2.4Research Considerations1.2.5Values in Research1.2.6Modernity & Post-Modernity1.2.7Sociology as a Science1.2.8Sociology & Social Policy1.2.9End of Topic Test - Sociology Methods & Theories
1.3

Sources of Data

1.3.1Introduction1.3.2Experiments1.3.3Surveys1.3.4Longitudinal Studies1.3.5Questionnaires1.3.6Types of Questionnaires1.3.7Interviews1.3.8Observation1.3.9Case Studies1.3.10Documents1.3.11Official Statistics1.3.12End of Topic Test - Sources of Data
2

Education with Methods in Context

2.1

Role & Function of the Education System

2.1.1Introduction2.1.2Functionalist Theories2.1.3Marxist & Feminist Theories2.1.4The New Right
2.2

Educational Achievement

2.2.1Social Class: Internal Factors2.2.2Social Class: External Factors2.2.3Social Class: Attitudes to Education2.2.4Social Class: Difference in Achievement2.2.5Gender2.2.6Ethnicity
2.3

Relationships & Processes Within Schools

2.3.1Processes2.3.2Labelling2.3.3Categorisations2.3.4Student Experience2.3.5End of Topic Test -Education with Methods
2.4

Educational Policies

2.4.1Equality2.4.2Privatisation2.4.3Marketisation2.4.4Government Policies by Party2.4.5Globalisation2.4.6End of Topic Test- Educational Policies2.4.7Practice Exam Question - Social Policies
3

Option 1: Culture & Identity

3.1

Conceptions of Culture

3.1.1Culture3.1.2Mass Culture3.1.3Popular Culture3.1.4Global Culture3.1.5End of Topic Test - Culture and Identity
3.2

Identity & Socialisation

3.2.1Identities3.2.2Socialisation3.2.3Secondary Socialisation3.2.4Theories of Socialisation3.2.5End of Topic Test - Identity3.2.6Practice Exam Question - Socialisation & Equality
3.3

Social Identity

3.3.1Social Class3.3.2Upper & Middle Class3.3.3Working & Underclass3.3.4Social Class Evaluation3.3.5Gender3.3.6Changing Gender Identities3.3.7Ethnicity3.3.8Age3.3.9Disability3.3.10Nationality3.3.11End of Topic Test - Social Identity
3.4

Production, Consumption & Globalisation

3.4.1Production & Consumption3.4.2Globalisation3.4.3Evaluation3.4.4End of Topic Test - Production
4

Option 1: Families & Households

4.1

Families & Households

4.1.1Definitions4.1.2Functionalist & New Right Perspectives4.1.3Marxist & Feminist Perspectives4.1.4Postmodernist Perspective4.1.5End of Topic Test - Families & Households4.1.6Practice Exam Question - Function of Family
4.2

Changing Patterns

4.2.1Marriage4.2.2Divorce4.2.3LAT Relationships4.2.4Child-Bearing4.2.5Lone Parenthood4.2.6Diversity4.2.7The Sociology of Personal Life4.2.8Government Policies Post-WW24.2.9End of Topic Test - Changing Patterns
4.3

The Symmetrical Family

4.3.1The Symmetrical Family4.3.2Evaluation
4.4

Children & Childhood

4.4.1Childhood4.4.2Childhood in the UK4.4.3Childhood as a Social Construct4.4.4The Disappearance of Childhood4.4.5Child Abuse4.4.6Domestic Violence4.4.7End of Topic Test - Family & Childhood
4.5

Demographic Trends UK

4.5.1Introduction4.5.2Birth Rates4.5.3Death Rates4.5.4The Ageing Population4.5.5Studies on the Ageing Population4.5.6Migration4.5.7Globalisation4.5.8End of Topic Test - Demographics UK
5

Option 1: Health

5.1

Social Constructions

5.1.1The Body5.1.2Health, Illness & Disease5.1.3Disability5.1.4Models of Health & Illness5.1.5End of Topic Test - Social Constructions
5.2

Social Distribution of Healthcare

5.2.1Social Class5.2.2Gender5.2.3Ethnicity5.2.4Regional
5.3

Provision & Access to Healthcare

5.3.1The NHS5.3.2Inequalities in Provision5.3.3Sociological Explanations5.3.4Inequalities in Access5.3.5Inequalities in Access 25.3.6End of Topic Test - Distribution Health
5.4

Mental Health

5.4.1The Biomedical Approach5.4.2Social Patterns5.4.3Social Constructionist Approach
5.5

The Globalised Health Industry

5.5.1The Functionalist Approach5.5.2The Postmodernist Approach5.5.3The Globalised Health Industry5.5.4End of Topic Test - Mental Health & Globalisation
6

Option 1: Work, Poverty & Welfare

6.1

Poverty & Wealth

6.1.1Types of Poverty6.1.2Types of Poverty 26.1.3Distribution of Wealth UK6.1.4Sociological Theories6.1.5Sociological Theories 26.1.6Distribution of Poverty UK6.1.7End of Topic Test - Poverty & Wealth
6.2

Welfare

6.2.1The Welfare State6.2.2Theoretical Approaches to Welfare
6.3

Labour Process

6.3.1Nature of Work6.3.2Technology & Control6.3.3Work & Life6.3.4The Effects of Globalisation6.3.5Globalisation & Worklessness6.3.6End of Topic Test - Welfare & Labour
7

Option 2: Beliefs in Society

7.1

Ideology, Science & Religion

7.1.1Types of Religion7.1.2Ideology & Belief Systems7.1.3Social Stability & Religion7.1.4Social Change & Religion7.1.5End of Topic Test - Ideology, Science & Religion
7.2

Religious Movements

7.2.1Religious Organisations7.2.2New Religious Movements7.2.3New Age Movements7.2.4Practice Exam Question - Growth of NRMs
7.3

Society & Religion

7.3.1Social Groups & Religion7.3.2Gender & Religion7.3.3End of Topic Test- Religious Movements & Society
7.4

Contemporary Religion

7.4.1Secularisation UK7.4.2Against Secularisation7.4.3Secularisation US7.4.4Fundamentalism7.4.5Economic Development & Religion7.4.6End of Topic - Contemporary Religion
8

Option 2: Global Development

8.1

Development, Underdevelopment & Global Inequality

8.1.1Development8.1.2Underdevelopment & Global Inequality
8.2

Globalisation & Global Organisations

8.2.1Globalisation8.2.2Transnational Corporations & International Agency8.2.3Non-Governmental Organisations (NGOs)
8.3

Aid, Trade, Industrialisation, Urbanisation

8.3.1Development: Aid & Trade8.3.2Development: Industrialisation & Urbanisation8.3.3Development: Environment & War
9

Option 2: The Media

9.1

Contemporary Media

9.1.1New Media9.1.2Control of the Media9.1.3Sociological Approaches: New Media9.1.4Globalisation9.1.5News Selection9.1.6Moral Panics9.1.7End of Topic Test - Contemporary Media
9.2

Media Representations

9.2.1Age9.2.2Social Class & Ethnicity9.2.3Gender9.2.4Sexuality & Disability9.2.5Practice Exam Questions - Presentation of Women
9.3

Audiences

9.3.1Media Theories9.3.2Media Theories 29.3.3Media Representations & Audiences
10

Crime & Deviance

10.1

Crime & Society

10.1.1Functionalism10.1.2Subcultural Theory10.1.3Marxism10.1.4Realism10.1.5Other Approaches10.1.6End of Topic Test - Crime & Society10.1.7Practice Exam Questions - Social Construction
10.2

Social Distribution of Crime

10.2.1Ethnicity10.2.2Gender10.2.3Globalisation & Crime10.2.4Media & Crime10.2.5Types of Crimes10.2.6End of Topic Test - Social Distribution of Crime
10.3

Prevention & Punishment

10.3.1Surveillance10.3.2Prevention10.3.3Punishment10.3.4Victimology10.3.5End of Topic Test - Prevention & Punishment

Practice questions on Media Theories

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  1. 1
    What type of research were the early studies of the relationship between the media and violence? Multiple choice
  2. 2
    Study by __Bandura et al.__:True / false
  3. 3
    The Two-Step Flow Model  Put in order
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Practice Exam Questions - Presentation of Women

Media Theories 2