In order to understand the relationship between texts and audiences we looked at a few theories that explained this. The first theory we looked as was the effects model also known as the hypodermic model.
The effects model explained that media texts have an influence or effect on the audience which is usually negative. Audiences are passive and powerless to prevent this influence leaving the power with the message of the text. The hypodermic model shows us that the message in the text is like a powerful syringe that is injecting the message into the audience. It explains that the audience is powerless to resist this and is drugged, addicted, doped or duped.
There is also key evidence for the effects model;
1. The Frankfurt Model - The Frankfurt school theorised in the 1920's and 30's where the mass media acted to resist and control audiences to the benefit of corporate Nazi capitalism and government so they were injected with Nazi views and theories. This shows how the government can censor their citizens opinion with power of media where the audience is powerless to intervene.
2. The Bobo Doll Effect - The Bobo Doll experiment was a controversial experiment that apparently proved children copied violence they saw. It was conducted in 1961 by Albert Bandura as they showed a group of children a bobo doll getting beaten, they then put the children in the room with the bobo doll where a proportion of the children copied the behaviour they had seen. Many critics dismissed this theory as they explained that there is a difference between beating a bobo doll to beating a human and it explained that not all the children decided to beat the doll.
No comments:
Post a Comment