2. The Effects Model
Consumption of media texts influences the audience, however
it is normally negative.
Audiences are passive and powerless to preventing the
influence of the media, and messages are injected into the
brains of audience and can be described as a ‘drug’ in
which the audience are ‘doped’.
The Government used media to control audiences
BOBO DOLL EXPERIMENT 1961
This proved that children copied violent behavior, and they
reached the conclusion that children will copy violence in
the media. There, however is not enough evidence.
Moral Panics:
Students won’t pass their exams-they will become couch
potatoes.
Or there will be violent ‘copycat’ behavior or mindless shopping in
response to advertisements.
3. Uses & Gratifications
It is still unclear that there is any link between the media
and the audiences actions
The audience is active and they use it for their own
gratification and pleasure. Instead they use the text, and are
not used by it.
They can reject it, use or play with the meanings.
The audience uses it for:
Diversion
Escapism
Information
Pleasure
Comparing relationships with their own
Sexual stimulation
4. It can also help audiences with
issues:
Learning
Emotional Satisfaction
Relaxation
Help with issues of personal identity
Help with issues of aggression and finance
5. Reception Theory
Producer is creating a message within a text,
some audiences will understand or reject
3 types of readings from audience
1.) Dominant/Preferred – decodes and agrees with
message e.g. political speech
2.) Negotiated: Audience accepts, rejects or
refines elements of the text in light of
previously held views
3.) Oppositional: Recognized but rejected for
political or ideological reasons
