1. Media Effects Debates
The Inoculation / Desensitisation Model
– Long term effect theory
This theory suggests that long term exposure to repeated media messages
makes audiences ‘immune’ to them. So, for example, prolonged exposure to
media violence desensitises the audience with the result that they are no
longer shocked by it.
Repeated instances of images of violence ‘normalise’ it and so some people may
be more likely to commit a violent act as it is no longer seen as an
extraordinary action.
• What do you feel the media ‘normalises’ by showing repeatedly?
• Has this changed over the years you have been a media consumer?
• Does this mean that you have become ‘immune’ to those messages?
• Are the weaknesses of this model different to those of the hypodermic syringe
model?
