The Audience
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The Media is quite a recent invention that, now-a-days, we encounter each day of our life's, whether it be on the TV or even advertisement on a billboard. We are all thereby audiences for these different types of media products. But what exactly does this mean?
Since the introduction of the media, this has been discussed widely. Some see the audience as being easily manipulated masses. For example, persuaded to buy products and follow corrupt leaders. It is also suggested that the media can even alter our behaviour. On the other hand, some see the media as having far less influence than what is suggested.
Background:
During the 'pre-media' times, people made their own, independent entertainment like reading, or engage with others in things such as plays and musicals. The arrival of the media changed this. In one sense, it can be seen to have split people up, for example people being on their phones on their own. However, it can also be seen in the sense of bringing people closer together. For example, the news you would have seen most likely would have been seen by millions of other people too. This brings with it the fear that if so many people are seeing the same thing and also experience media alone without anyone to help distinguish right and wrong, does the media have an unprecedented power that affects us in negative ways?
Influence: The Hypodermic Syringe Model
This theory has been very popular with those that fear the media. According to this, the media is like a syringe; theoretically injecting ideas, attitudes and beliefs into the viewer. The audience is perceived as a mindless mass with little choice not to obey. For example, if you watch something violent, you will do something violent.
However, this theory fails to recognise people's individuality as well as their knowledge of right form wrong because no-one has ever claimed that everyone will be affected by a piece of media in the same way. Therefore, this theory can be regarded as too simplistic.
An example however that is believed to support the Hypodermic Syringe model is the Jamie Bulger Case. This consisted of two 10-year-old boys taking and murdering a very small child. It is believed that the two boys had recently watched 'Child's Play 3' and that this is where they had received their intensions of murder from.
The Cultivation/Culmination Theory:
This theory focuses on the idea of 'desensitisation'. According to this, whilst a piece of media may not have too much of an effect, years and years of expose to, say violence for example, will effectively make you less sensitive to violence.
Although, it is extraordinary difficult to prove how much of an effect if any a piece of media might provoke. So far there has been no success in proving this theory correct, but this does not mean that there is no true to the idea.
