EfFeCtS tHeOrY

Dictatorial control of the mass media over a passive audience

THE FRANKFURT SCHOOL (1930s)

• Left-wing theorists challenging the actions of Nazi Germany
• They realised Hitler manipulated people- indoctrinated propaganda in to the publics mind

THE HYPERDERMIC NEEDLE MODEL

Demonstrates the effects of the mass media on their audience

• Mass Media – injects – Audience (passive) – with- Values and Ideologie
• Mass media- Controlled by the ruling classes – hegemony – dominant ideologies (prevalent in advertising)
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  VIOLENCE
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  People blame the media – leads to- ‘moral panic’ – leads to- children censorship – moral majority
  
  CULTIVATION THEORY
  
  While a single text does not have much effect, repeated exposure will make the audiences less sensitive (desensitised)
• Has less of an impact
• Desensitised- doesn’t have same impact
• Effects can change with time
  
  TWO-STEP FLOW
  
  Assumes a more active audience, who will discuss media texts with each other
  
• Media does influence but the audience is active

My View On Effects Theory

My views on the effects theory are similar to that of Marxism. I agree, that there is a sense of dictatorial control over a passive audience. For example, we as an audience view what is on screen and usually succumb to the propaganda and information given to us. Its only recently, that students have been introduced to these tactics of the ruling classes through the growth of media studies. Furthermore, media moguls influence people in more ways in one, e.g. Rupert Murdoch not only owns FOX TV but SKY TV and 'The Sun' newspaper as well as 'MySpace' thus spreading hegemony throughout. However, i do agree with the concept of 'two-step flow'. Increasingly, media consumers are becoming more active and aware of what they view and discuss the implications of things rather then settle for what's presented to them.