This model suggests that the audience passively accepts the message ‘injected’ into them by the mass media.
This model believes that there is a DIRECT correlation between the violent behaviour shown on TV, computer games etc and anti-social and criminal behaviour in real life.
Jamie Bulger- Can violent films be blamed? Jamie Bulger, a two- year old toddler who was abducted and murdered by two 10 year old boys The boys had apparently watched ‘Child’s Play 3’ before they murdered the toddler. As Bulger’s death was very similar to a death in the film, newspapers such as ‘The Sun’ began to fuel the debate as to whether such violence in the media should be accepted. Jon Venables and Robert Thompson, aged 10. Found guilty of the murder, and were sentenced to imprisonment in a young offenders institution.
Other research suggests the opposite- and that pornography actually has a positive role to play in relation to behaviour in real life.
Denmark (2007) concluded that pornography actually led to improved sex-lives, sexual knowledge and attitudes towards the opposite gender.
Strongly Agree Strongly Disagree “ The Mass Media does have a DIRECT influence over our behaviour” Task : On your piece of paper write your name. As we go round the class come and stick your name somewhere on the board, explain why you have positioned yourself there.