• Join over 1.2 million students every month
  • Accelerate your learning by 29%
  • Unlimited access from just £6.99 per month

The effect of the media.

Extracts from this document...


The effect of the media. Sociologists have studied the effect of the media since the early 50's, by looking at TV, radio and newspapers. They noticed that the media is very powerful and effects the general public greatly and can alter their opinions and thinking about certain beliefs and topics. From politics to celebrities media supplies us with headlines and stories which may or may not be biased and effect our way of thinking about that certain person/story. Sociologists have different views about the power and effect of the media, and how it can effect our actions. Some sociologists believe that there is a link between a film, which includes killing, and a boy that has watched that film then going out and murdering someone. However some sociologists disagree and believe there is no link between the power of the media and violence and actions of the minority of people. One of the main groups of sociologists is the Glasgow University Media Group, which has looked at the effect of the media in great depth, and have made studies to try and prove their theorys. There are 4 effects that sociologists have discovered- 1.Hypodermic syringe 2.Two-step approach 3.Uses and gratifications 4.Cultural effects The hypodermic syringe approach suggests that everything the media presents us with (whether that be TV, newspapers and radio) ...read more.


their own version being one-sided and biased about a particular story or political group e.g., labour, the sun bluntly had the headlines 'VOTE LABOUR' on the day of the elections. This effect is very powerful, as it proves, as Tony Blair won the election, and that the opinion leaders do have a great effect on their audience. This effect is very similar to the hypodermic effect, though it doesn't show the public as being sponge like but that there are different people to influence our opinions about topics in the media. Unlike the others, the third approach, 'uses and gratifications', concentrates on the audience and the way they use the media and not the way the media is presented and the effects of it. The key element of this effect is not what does the media do with people but what does people do with the media. There are many different ways in which people use the media e.g., TV on as company, diversion, personal relationships, and background music e.t.c, e.g. people may choose to watch soaps so that they can relate to certain characters or storylines. ...read more.


He could be called an opinion leader from the two-step approach as he saw what was going on around him used the media to tell people about his opinions towards racism to try and stop it. I again think that this is contradicting the hypodermic syringe approach as it showed that not everybody agreed with him and had their own opinions about the issue of racism. I can see that through the work of Martin Luther King through the media it has made a large cultural effect as in today's society racism is only a small issue and generally people no longer judge other people by their colour. There are many other cultural effects where the media has changed our views over a long period of time, but they are forgot about because people just see these issues as being normal as they have been used in the media for such a long time. There has been many studies on this effect and like the other effects they are just theory's and are hard to prove, but at least with this effect you can look back at media in the past and see how it has changed the publics view. I think all four effects are hard to prove and affect different people in different ways. ...read more.

The above preview is unformatted text

This student written piece of work is one of many that can be found in our AS and A Level Media section.

Found what you're looking for?

  • Start learning 29% faster today
  • 150,000+ documents available
  • Just £6.99 a month

Not the one? Search for your essay title...
  • Join over 1.2 million students every month
  • Accelerate your learning by 29%
  • Unlimited access from just £6.99 per month

See related essaysSee related essays

Related AS and A Level Media essays

  1. To what extent do the media effects an individual's self-identity?

    I stated what perspective I would take and what I expected to find. I found the rationale helpful to refer to throughout the study, so I could stay focused on the specific aims and my hypothesis was regularly referred to.

  2. Moral Panic and media folk devils.

    Moral panics are basically aimed at anyone who could be affected by the topic that they are about, the music side often concerns parents of teenagers who are likely to listen to the music. Moral panic caused many parents to ban Eminem CDs from their house which if listened to

  1. What Effect Did McCarthyism Have On 1950's Media In The United States?

    Evaluation of Sources. Nightmare In Red: The McCarthy Era In Perspective written by Richard M. Fried in 1990 is an examination of the entire McCarthy Era with respect to the American cultural norms and political staples in that time period.

  2. Do the Media have the power to shape public opinion?

    over and over again so that leaving people the 'freedom to choose what is always the same'. [3] Such a view that Adorno and Horkheimer propagate views capitalists as in control of all aspects of media, which serves only themselves, and in doing so individual opinion id subordinated by the persistent reinforcement of media images and messages.

  1. Does violence in the media effect peoples behaviours and opinions?

    This is far from the truth, the media do indeed influence peoples view and actions but the interaction is far more complex than the Hypodermic Syringe Model suggests. This model has also been criticised for having a 'very narrow view of the medias audience', therefore any results obtained can hardly be generalisable for the entire audience.

  2. Does the media have an effect on the way people think and act, in ...

    I say this because I feel that a high percentage of the media is biased as they can cut, edit and use camera positions to their advantage and produce products in the way that they want the audience to see, feel and produce judgement towards it, including topics regarding any sort of violence.

  1. How does the media represent female bodies?

    This study showed that even in younger generations, the media continued to place girls into the pre-existing ideological constructs of society. Barker (1989) criticised this approach as his analysis came up with different findings and he accused her of making unfounded assumptions.

  2. Does Media Violence Lead to Aggression and Societal Violence?

    media violence emerges from time to time, and there is a growing concern for these effects on our society. Many scholars have conducted researches and concluded that media portrayal of violence leads to aggression and societal violence. Media can be in the form of movies, television, newspapers, video games or the Internet.

  • Over 160,000 pieces
    of student written work
  • Annotated by
    experienced teachers
  • Ideas and feedback to
    improve your own work