Essay on The Effect Of Mass Media On Its Audience Member

1812 Words Aug 17th, 2014 8 Pages
The powerful effects paradigm suggests that the mass media has a direct causal effect on its audience member. In comparison with the other paradigms, powerful effects is considerably simplistic as it suggests that the effects of different media outlets are often unavoidable and that any consumer of this outlets will be affected to a large degree. CONTEXT – Wetham (95) This solidified the idea that the media were the responsible party for many of the ills of society. Many of the studies under this paradigm worked on a micro-level and the research was conducted under unrealistic environments, for example the . The Bobo doll study. This involved exposing children to violent behaviour towards The Hypodermic Needle Theory, developed by DeFleur and Ball-Rokeach (1982) is another key part of the research in this paradigm. This theory assumes that the audience is passive and has no critical engagement with media texts, it implies that the audience is hypothetically injected with media David Gauntlett, suggests that often studies under this paradigm are heavily based in conservative ideology and consequently lack the evidence of scholars and research. (TB 96) The primary critique of this paradigm is that there are diverse and complex factors that contribute to a media consumers experience that the powerful effects argument does not take into account. SHORT TERM. Crowd Phychology – Bernaise. Extreme causal claims.

Hence the development of the limited effects paradigm, which suggests…

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