Media theories

• Effects theory- Hypodermic Syringe Inoculation- what the media does to the audiences.

• Uses and Gratifications-what audiences do with the media.

• Reception theory(Nationwide audience, Dallas, Seinfeld etc ) 

• Mass media/ mass communications make people powerless to resist the messages that the media carries.

• The consumers are then (metaphorically) drugged,addicted or hypnotised into believing what the media is telling them.

• Effect theories taken up with protection of young, link between violence and media.

Historical Facts

• Frankfurt School: Marxist German intellectuals reacting against Nazi propaganda and U.S advertising suggested the power of big corporation and the state to control how we think.
• The rise of TV in the 50's and 60's, had created a fear of danger to children as they were being exposed to many kinds of media which could endorse very negative behaviour.
• Influence of behavioural scientists(think of Parlor Dogs)- media may reinforce attitudes through repetition.
• The Bobo doll experiment(1963)- Bandura and Walters- this was an incident in which children imitate adult treatment of dolls seen on film.
• Moral panics- These include concern, hostility,consensus, disproportioningality, volatilty

Two Step flow

Media text---Opinion Leaders---Media consumers

                                  1-----------------2

List of things that are wrong with the effects theories

• The problems with violence are often social / psychological which are not to do with the media.
• While the media can send out a bad message to young viewers, it can also be positive rather than harmfull, if it has good intentions( for example, healthy eating).
• Critism of the media using the effects models is often politically motivated.
• There is not real grounding of reasearch and theory for this model.

U + G

Users of the media use media text to satisfy certain needs.

Maslow's hierachy of needs

• Self Actualization- challenging projects, opportunities for innovation and creativity, learning and creating at a high level.
• Esteem- important projects, recognition from others, prestige and status.
• Social (Belonging)- Acceptance, be part of a group, identification with a successful team.
• Safety-Security of the body, employment, reasources, morality, the family, health, property.
• Physiological-breathing , food ,water,sex ,homeostasis, erection.

Problems with the U+G

• We may not have a choice about what we watch.
• Neglects any aspects of effects theories.
• Neglects socio-economic factors.