This model dates from the 1920s. It attempts to explain how mass audiences can react to mass media. It suggests that they are heterogeneous which means they passively accept what they view. It is believed that information is directly injected into everyone's minds from media texts somewhat like a syringe. Therefore, it is thought to be transmitted without any attempt to challenge it.
Politicians, pressure groups and parents are often thought to agree and share beliefs connected with this theory in order to explain why groups in society should not be exposed to certain media texts such as horror movies and rap music. This is done out of the fear that when people listen to or watch them they will act upon the violent behaviour they see or hear.
“Evidence" to support this theory include an investigation by the psychologist Bandura and the Jamie Bulger murder case. Bandura conducted The Bobo Doll Experiment. It was an experiment involving children who watched a video of an adult violently attacking a clown. After this, the children were introduced to Bobo Dolls where they began also attacking them. This is believed to be proof of the model as it shows how people can act upon the violence they see via the media.
Another example of this is the murder of a two-year-old boy named Jamie Bulger. He is believed to have been murdered by two ten-year-old boys after one may have watched a horror movie. This film was Childs Play 3, a movie famed for it's violent themes.
This is really interesting to learn about as it informs me that themes in my music video could have a big effect on viewers. After learning about this information I don’t think it’s always the case that violence in the media has an effect on viewers and if it does they are usually young. However, I don’t think it would be appropriate to include violence in my music video anyway. Although, it is still important to consider that the less potentially harmful themes I include in my video could still affect my viewers in different ways.
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