effects theory

In the effects theory the media are powerful , powerful negative forces that

Bandura study- bobo doll and kids reacting to it
albert bandura chose to study aggression..watching violence reduces aggression, was this true?
experimented on small kids 3-5..what the children saw they did. experiment took place as tv was introduced. done another experiment of kids watching an adult hit the bobo doll and the children mirrored that behaviour.. therefore meaning children are influenced to copy what they watch on tv.

Effects theory-influenced by watching something

hypodermic syringe- only watch it once then impacted by it

Moral panic- stanley cohen 1972 published 'folk devils' ..members of society become outraged.


cultivation theory: Gerbner- the more exposed people are the more they'll feed into it and start to believe it.cultivates particular beliefs and attitudes. High frequency of viewers of television are more likely to be influenced through the media.  The more we watch it the more influenced we are...over a period of time.

Desensitisation- the more negative news we feed into becomes the expectancy.

media sees the audience as PASSIVE-conforming to news given to them.