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 with the
message of the text.
Key evidence for the
effects model
- The frankfurt School theorised in the 1920's and 30's that the
mass media acted to restrict and control audiences the benefit of corporate capitalism and governments.
The Bobo Doll Experiment
(Albert Bandura 1961)
- This is a very controversial piece of research that
apparently proved that children copy violent behaviour that they have seen themselves possible on television or in real life.
Applying this to
Utopia
As our film is a 15 rated we have to make sure that all scenes that may content violence has to follow the set guidelines of the BBFC (British Board of Film Classification), however our film is about two teenagers who find each other and go on a journey of revival, through which they both try and find their "Utopia" a task easier said then dne. This we feel will content a minimal amount of violence if not none.
Here are some key
factors where it is thought that violence in media were contributing factors or
causes of inappropriate behaviour in the real world:
-The film Childs Play 3
in the murder of James Bulger in 1993
-The game Manhunt in the
murder of Stefan Pakeerah in 2004 by his friend Warren LeBlanc
-The film Severance
(2006) in the murder of Simon Everitt
However, it was found
after calls for bans for each of these medias, there was no evidence that could proven the link between it and these violent acts.
Hypodermic Syringe
Theory
-The message is injected
into the audience in a powerful syringe like way.
-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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