The Effects/Hypodermic Model [Hayley Male]

This theory is the most simple to understand. It has grown very popular over the years as people fear the effects the media will have on them. The theory suggest that the media acts like a 'syringe' that injects ideas and beliefs aswell as attitudes in to the minds of the audience who basically have no choice but to be influenced by what the media says. For example, if you see a group of teenagers being violent on TV the audience are to assume that this is how all teenagers lead their lives. It has commonly been used to explain why some films have been banned as they have been thought to encourage people to copy what is shown in the film. Although is have never really been claimed that all viewers will be effected in the same way. This is simply because is does not include individual differences. However it is still popular as an excuse, especially among politicians as a reason for society being at a downfall. Everytime a young person does something violent, all forms of mass media and MP's will try to link the crime to video violence. [Taken from, Media Studies Key Concepts - Audience Booklet]