Media Effects Theory

This is a short traverse on the search of the Media set up Theories, exhibit how the parvenu theories or topical tuition that is availcapable topic every(prenominal)y support darkened theories much(prenominal) as the cultivation surmisal, spin of quiet possible action, and rehearses-and-gratifications theories among others. This give begin with a brief talk aboution on Media results possibleness and proceed to highlight the stream developments in this scholarly field and last show how these theories support different make mock ups.The developments in media collect accelerated at an enormous rate disposed(p) the young advances in engine room. crude forms of media such as DVD and the internet have swapd the commission media is de exitred to the sentiency of hearing and also the vogue it is comprehend thus raising the question of whether or non the conventional theories on Media Effect be still viable for the up-to-the-minute scenario (Berger 1997). To properly understand this, it is pull downtful to introductory delve into the nature of Media personal do Theories.Media effects possibleness. Media effectuate system bottom of the inning be prevalently define as the guess that postulates that any level of exposure to re exhibitations or depictions of delirium in any of heterogeneous media cause or have the latent to cause increased aggression or violence in the demeanour of the audience (Bryant 2002). Media Effects Theories ar developed to admit a better taste and to come along a deeper acumen into the effects that media has had with follow to society and also the role that media plays in influencing social and political change (MacQuail 2000).The fresh developments in media even so have embossed new marrys regarding the perspectives and a proliferation of t mavin-beginninges denoteing the Media Effects Theory including its look for methodology, communications teaching method, and public constituti on incommodes (Berger 1997). Given these rebukes of the theories on media effects, it becomes relevant to run into the existing theories and to examine how an natural covering of the original theories and research may help in addressing this concern. Existing Media Effects Theories This section impart briefly discuss a a few(prenominal) of the more(prenominal)(prenominal) predominant and prestigious Media Effects Theories nowadays.The first discussion every last(predicate)ow be on the Hypodermic Needle mannequin, which is a surmisal that the entrance of media is so goodish that it can be utilize to intervene messages into the minds of the audience and control them (Baran et al 1995). This model was developed by the Marxist capital of Kentucky School of intellectuals in the 1930s. The afoot(predicate) application of this theory directly is criticized by legion(predicate) because the Hypodermic Needle Model was more often than not a result of the fear and conc ern that was generated during the practice of political propaganda and psychological warfare during World War I (Baran et al 1995).The second Media Effect Theory that go forth be discussed is the Empiricist Tradition which as the line suggests employs an application of the methodologies and principles of the natural sciences to attempt to stair the direct effects on audiences that may be attributed to media exposure (Mass Media Effects A Study 4). Paul Lazarsfeld, an important tec who contributed much to the development of empirical conducted a study into voting behaviour carried expose in the 1940s which to the development of the highly influential Two Step lean Model of mass communication (Bandura 2001). in that respect have been many an(prenominal) criticisms with regard to this theory. dapple early on it was regarded as influential in this field with the theory of the control Effects, in that location have been studies conducted in Europe that show the exact adversary (MacQuail 2000). The current application of this theory instantaneously might be made more credible by improving the methodological diversity which scientists and social theorists have criticized (MacQuail 2000). other(prenominal) influential Media Effect Theory is the cultural Effects burn up which basically tries to analyse the social, political and cultural effects (MacQuail 2000).The advocates of this free rein up fall into both (2) categories, the Marxist Approach and the Literary Criticism Approach (Mass Media Effects A Study 6). objet dart these two (2) takes have gained a strong by-line among many, the most common criticism is that given the technical advances straight off, in that respect must be a method by which these theorists are able to run empirical present supporting their assertions (Chomsky et al 2002). The other influential perspective is the Uses and Gratification Approach which allows insight into precisely how the new media differ from the old insofar as audiences utilizes these media (Gauntlett 1998).This focuses primarily on how the audience or people in general use the media to gratify their need. enchantment this cuddle is still widely used, the task of different needs and uses particular to a single various(prenominal) makes the get down punic to some. As MacQuail pointed out, its very difficult to connect a particular need with a particular type of media content since media use may be come acrossed to supply at one time or another all the benefits named (57)Now that it has been shown how these approaches have defined and been utilize in Media Effects Theories, an trial run of the current theories and research prevailing at once must be done. Current Theories and question As previously mentioned, the late(a) technological advances have altered the management that media is sensed and received by the audience, allowing for arguably greater effect or baffle upon the general public. This section will attemp t to discuss how the traditional approaches may utilize the current theories and research available to be able to adapt with the ever changing needs and demands of this field of study.The first critical electric receptacle to be discussed is the rising influence of postmodern thought on the approaches to Media Effects Theory (Fisher et al 2004). The main ideas of this theory depone on the detail that the ideas and perceptions of individuals has already been precondition by media in a sense that whatever excitant or convey that is derived from media is already placed in a predefined context (MacQuail 2000). This condition of thought and so suggests that in analyzing the behavior and effects the item that media has already set the minds of the individuals and influenced the reception. Miller 2005) An approach that is closely linked with this development is the New Audience Research, which focuses primarily on the ethnographical studies of audiences while not totally do by the theory aspect of the matter (Fisher et al 2004). This approach uses the reception analysis, which has developed from a combination of traditional qualitative research strategies in sociology with some of the ideas of reader solvent theory in literary criticism (Mass Media Effects A Study 8).The important aspect of this approach is ability to rest and properly address the push throughs concerning the origins and influences of meaning that an individual conceptualizes with regard to the media input that he is opened to. Another important factor to consider is the cultivation theory, which was primarily interested with concerned with the cumulative and overarching impact it (media) has on the way we see the world in which we live (Miller 2005). This theory has recently been discussed in the research of James Shanahan and Michael Morgan which tackled the issue of the cultivation theory and tv.The main idea of this research revealed that television schedule cultivates a mainst ream world view that reflects and perpetuates the interests of social and political elites and their stakes in maintaining the status quo (Shanahan and Morgan 2000). This type of analysis reveals the relevance of this approach to the Theories on Media Effects because of the fact that this approach considers the context within which the images presented in media with respect to the changing times and cultivation (Bandura 2001).While this approach may not be necessarily complete and is not without its criticisms, when combined with the Empirical Tradition, a new method which combines the stronger features of the scientific method and the approach of the cultural method may evoke to be credible overflowing to silence its critics. Application of Media Effects Theories In collection to arrive at a more concrete understanding of the issue at hand, it is enkindle to apply what has been discussed to a current issue.One of these issues is the effect of media on the clean-living fiber of straightaways younker. This will be discussed in brief to provide an accurate detail of just how these media effects theories can be app dwelld to todays social problems. As a quick glimpse at the recent events that grace the newspapers headlines show, in that respect is indeed a growing concern over the violence that happens in railhouses all over the country (Chomsky et al 2002).The issue is not limited to the increased adolescent pregnancies or even dose abuse. It encompasses a whole range of issues such as bullying and perhaps the most frightening, enlightens shootings (Chomsky et al 2002). With all of these problems plaguing not only the education system but also the accurate nation as of late, the question that comes up is whether or not this is actually caused by the convulsive television shows and movies in the cable television TV programming.While in that location has been no irrefutable data that lends credence to the theory that ruddy shows in television is the truly culprit behind todays misguided and often violent youth, there can also be no crease against the statement that though violence on television may not be the sole cause, it is one of the contributory causes (Fisher et al 2004). There are a number of media effects theories that solidify the argument that it is violence in media or in television that has led to the decline in the moral make upation of todays youth (Gauntlett 1998).A good framework of this would be the Hypodermic Needle Model, which is a theory that the influence of media is so powerful that it can be used to inject messages into the minds of the audience and control them (Gauntlett 1998). While it is not existence suggested that television is being used a medium to persuade todays youth and turn them into an army of zombies for the media, it is being proposed, however, that the programming and fiber of shows on television, such as violent programs, has a profound effect upon the youth (Shanahan and Morgan 2000).The influence, therefore, that television has upon the youth is undeniable. While this influence may have waned in the sexual climax of the internet age and YouTube, it still bears a considerably large amount of influence over the younger children who are not able to access such media devices (Fisher et al 2004). Therein lays the danger young children with spinnable minds are exposed to violence on television leading to a deterioration in the moral and ethical foundations of todays generation.Another interesting theory to correlate the cause, violence in television, with the effect, violent behavior of the youth, is the postmodernist thought on the approaches to the Media Effects Theory (Gauntlett 1998). The main ideas of this theory rely on the fact that the ideas and perceptions of individuals has already been preconditioned by media in a sense that whatever input or meaning that is derived from media is already placed in a predefined context (Fisher et al 2004).Thi s school of thought therefore suggests that in analyzing the behavior and effects the fact that media has already preconditioned the minds of the individuals and influenced the reception (Shanahan and Morgan 2000). As such, given the mercurial nature of the mind of a child, the input that a child receives from violent programming on the television creates a conceptualize notion of what the real world is like. By showing violence on television, a child may think and discern that such behavior is actually socially acceptable (Fisher et al 2004).Studies have shown that there have been causal links found between aggressive and violent behavior in children and the type of television programs that these children generally watch. This can also be applied to the infamous Columbine shooting wherein the investigators have theorized that the pauperism for the shooters may have been influenced by forms of media (Fisher et al 2004). As stated in one of the reports, Among the many theories th at have surfaced regarding the motivation for this incident the most prevalent one remains the effect that media has on the minds of todays youth. (Fisher et al 2004) While there are those who theorize that it was the fact that the shooters were stranded from the rest of their classmates thus prompting feelings of helplessness, insecurity and depression, as well as cultivating a strong desire for attention, the attention has been centre on the effect violent photo games such as Doom, which the shooters frequently played, and stimulate music such as Rammstein. either day the world searches for answers for many of the ambitious avoidable tragedies such as school shootings, gang wars and juvenile teen violence.The tenability for the term avoidable stems from the fact that many consider these as effects of media influences and morally condemnable social behavior (Fisher et al 2004). While media and television, in particular, are not the main causes for these tragedies, it cannot be denied that they have contributed to these problems (Fisher et al 2004). There may not be an easy solution for this but by identifying the causes that have led to this dilemma a big step has been taken to objurgate this situation and to prevent more disasters such as this from ever happening again. remnant From this discussion, it is apparent that the application of these Media Effects theories is varied to say the least. There are a number of social phenomena that occur in todays world that can be partly explained by these theories. Events such as the impact of media on todays youth, school violence, teen drug abuse and even consumer patterns are all within the ambit of these media effects theories.It is interesting to note, however, that while suitable media effects theories are present in this discussion, the field of media studies is invariably evolving. The introduction and use of new technology that aids in the proliferation and dissemination of media could resurrect t o challenge many of these conventional theories if not alter them. Other future concerns in this area would also have to deal with the present legislative stance on certain forms of media and their content.It remains to be seen in the future just how these events will change the understanding and function of media in present day society. There will eer be debate concerning the correct approach to Media Effect. Certain schools of thought will unceasingly importune on the application of a more totalitarian perspective that incorporates unquantifiable characteristics or effects while others will insist on an empiricists approach and the application of the principles and breeding that the natural sciences provide.The key to resolving this issue may very well lie in which school of thought is regarded as authoritative or persuasive enough to convince the other of the credibility and robustness of their findings. While this may not look possible, events in the past have shown that ev en for brief moments a single school of thought or approach was held in high regard (see Empiricist Tradition).The use of these current theories on the approaches to Media Effects Theories may however be the final factor which determines what school of thought or media model will prevail. The way these current researches have corporate the key aspects of the technological development in media as well as the way that they have addressed the previous concerns or criticisms regarding the traditional approaches makes them a valuable neb indeed in providing a deeper understanding of human nature and the relationship that it has to media.