Media effects
· The media theory (otherwise known as the media effects) is a term not only used in media but also used in psychology and sociology to refer to how stories are published under the media influence’s current trends. The effect is mainly associated with mortgage and news stories. These majorly link into role models and an identity section.
· Critics say: ‘The whole problem with the media effects research is that it takes place in that depressing corner of 'communications' research which places more value on a veneer of 'scientific' method than it does on actually saying anything. ‘ These ‘scientific’ approaches would be considered ‘appropriate’ and if they were good but they don’t . However, these ideologies don’t and viewers are exposed to rubbish that is considered hugely popular.
· One of the media theories associating with the media effects is ‘cultivation’ theory that was developed by George Gerbner. His theory is that if you get long term exposure to television, it has a measurable effect on audience members. Gerbner categorises these three stages: Heavy viewers, moderate viewers and light viewers. (E.g. is that Heavy Tv creates an exaggerated biased perspective on the ‘mean and scary world’.
· Another theory is the hypodermic model and how media does effect the audience. (e.g. young people creating moral panic. The model camefrom the Marxist Frankfurt School of i in the 1930s to convey the rise of the Nazi’s in Germany.The most famous could be conveyed to be ‘the magic bullet’. The "hypodermic needle" is meant to create a mental image of the ‘direct, strategic, and planned infusion of a message into an individual’.
· Another theory is the uses & Gratz theory by Blumler &Katz which states how audiences can be potentially informed, educated and can provide escapism and entertained. One of the last theories is the reception theory which conveys both preferred and oppositional reading. Preferred is how its seen, oppositional is the interpretation conveyed.
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