The Mass Media Had Direct Effects On Audiences

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“The Mass Media Has Direct and Immediate Effects on the Ideas and Behaviours of Audiences” vTo What Extent do Sociological Arguments and Evidence Support This View? The different approaches to whether media content actually does influences audiences are mainly divided into arguments over whether audiences are very passive and just accept what they are told, or if they actually think about it and change their behaviour and/ or opinions as a result. They hypodermic syringe model suggests that people are very passive, and without thinking quickly accept the messages ‘injected’ by the media. When people see something in the media, the audience immediately reacts to the messages given, resulting in an immediate change on people’s behaviour. The media is therefore able to fill audiences with the dominant ideology, such as views on violence, sexism and racism, which then gets the audience to act on this immediately. Similar suggestions are made in the manipulative and instrumental approach, where it is suggested that the media owners have direct control over the content of the media and can interfere with the views put across to the audience. Therefore the views the media send out to audiences are the views the audience will take up and accept as being correct. There is some evidence to support this too, as on some occasions we can clearly see people reacting to what they see, such as the 2011 London riots. With the help of Facebook and texting, copycat riots took place in many major towns and cities across the country. There is also some evidence of a passive audience, as advertisers spend millions on advertising their products to us, so we have to assume this has at least some effect on the audience and sales figures. However, not everyone will react in the same way as approach suggests, not the entire audience will passively accept what they are
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