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Audience Effect Theories.
September 18th, 2008 by toddhofe
The Cultivation Theory:
- Due to the difficulties with proving the effects of media on the individual, more refined theories have been developed.
- The Cultivation Theory suggested that any one text may not have an effect but years and years of consuming will alter certain kinds of views about the world, e.g. repeated news reporting of crime feed perceptions that crime is on the increase.
Desensitisation:
- This theory suggests that the audience’s attitude to violence can be affected by having been exposed to too much violence on screen, i.e. they become less sensitive to real life violence.
Modelling or Copycat Theory:
- This theory simply states that negative behaviour can be imitated. It is perhaps the most widely reported of all the effects a theory due to it’s implicitly and apparent observable consequences.
Criticisms of the Theories:
- Such theories are said to be elitist and therefore lacking in objectivity.
- This clearly makes assumptions about certain types of media and the audiences who consume them.
- These theories suggest that an audience is completely passive.
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