Media Effects Debate Theories

1110 Words5 Pages
1. Name two theories which are associated with the effects debate and explain them using examples. Firstly, the inoculation model is a theory that suggests that once an audience has been exposed to a certain type of text they become immune to it and see it as normal behaviour and are no longer shocked by it. For example, news programmes which repeatedly show images of violence and murder have become less shocking over the years to a mainstream audience, as they have seen it so many times before. This applies to a passive audience; the reaction to the media shown is decided by the theory, not the audience. However, the flaws in this model are how the audience’s immunity influences how they act themselves - once you are immune to seeing such violence on television, It’s unlikely that you will go out and repeat that act of violence. Secondly, the cultural effects model suggests that we have set ideologies about certain aspects of life based on what the media has to say. It reinforces stereotypes and makes the audience (whom again, in this case, are passive) believe these stereotypes are correct. For example, fashion magazines give the ideology that women are supposed to be thin as well as fashionable, and that their appearance is what counts most to be a successful and attractive woman - when in reality, this is not at all necessarily true. It suggests that the audience are incapable of creating their own opinions or beliefs on things such as their appearance, and that the media creates that for them. 2. With reference to examples, explain the differences between ‘active’ and ‘passive’ audience reception. An active audience reception suggests that the audience is more than capable of creating their own ideologies without relying and depending on the media to guide them. They explore ideas and challenge what the media has to say and interpret it in whatever
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