Planning and Research: Audience Theories (Effects model/Hypodermic model)

1. The effects model:

- The consumption of the media has an effect or influence.
- This is a negative effect
- The audience is passive and cannot prevent the influence.
- Power lies with the message of the text.
Disney do this a fair amount.
(Eg. Beauty and the beast, message is don't judge people on their looks)

2. The hypodermic Model

- The messages in the media are injected into the media, by a syringe like media.
-The audience is powerless to resist.
- The media works like a drug and the audience is drugged, addicted  etc.

(Dreamwork's Shrek his character injects a set of male conventions, this is a stereotypical male. )


Bobo the doll experiment

controversial experiment apparently proved that children copy violent behaviour. Involved children watching a woman beat up a clown doll, then they were introduced to the doll and proceeded to beat it to death.