The Effects Model
- The consumption of media texts has an effect or influence upon the audience
- It is normally considered that this effect is negative
- Audiences are passive and powerless to prevent the influence
- The power lies within the message of the text
This model is also called:
The Hypodermic Model
- Here, the messages in media texts are injected into the audience by the powerful, syringe-like, media
- The audience is powerless to resist
- Therefore, the media works like a drug and the audience is drugged, addicted, doped or duped.
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