Effects Theories

Question 1

Hypodermic Needle Theory (passive)

Answer 1

States audiences have no choice but to accept the text’s ideologies, which allows for the mass media to be used as a tool for manipulation

Question 2

Two-Step Flow (passive)

Answer 2

Rather than taking the media at face value, people have their interpretation of it formed by opinion leaders.

Question 3

Social Learning Theory, Albert Bandura

Answer 3

People who view violent content are more likely to commit acts of violence, having vicariously learned it through the media

Question 4

Criticisms of effects theories

Answer 4

• Historically they focused on fictional media, assuming that they have a higher influence on audience behaviour than non-fiction eg news
• Don’t separate media from other influences
• Many ppl when ?d belief violence in media affects other ppl potentially dangerously, but not them. Suggests most ppl can consume 18+ content w/o any subsequent social deviance