Two ten mark questions for the media component of sociology alevel, both received full marks. The questions both focus on the media’s effect on audiences. Answers have a heavy focus on critical perspectives and key concepts.
1) Outline and explain two difficulties sociologists may face in assessing whether
the media has an effect on audiences. [10 marks]
One difficulty sociologists may encounter when assessing whether the media has an effect
on audiences behaviour is in selecting a valid research method to conduct the study.
Through the lens of the Neo-Marxist cultural effects model, it can be argued that sociologists
cannot accurately assess the effect of media on its consumers, as, rather than instantly
altering social attitudes, Neo-Marxists argue that media content gradually influences
audiences over time. Though studies such as Newburn and Hagell’s 1995 review find that
there is no proven link between the media and violent behaviour, the cultural effects model
suggests that, unless the study is longitudinal and later followed up, it may be difficult to
conclude the psychological and behavioural effects media has on audiences over time.
Furthermore, the cultural effects model states that media messages are frequently repeated
and reinforced, making them a part of the wider dominant ideology. Therefore, recipients in
such studies may be unaware that their beliefs have been influenced by media content
rather than other sources such as peer groups, parents or teachers. On the other hand, the
hypodermic needle model suggests that the media’s influence on audiences is
instantaneous, with media personnel ‘injecting’ consumers with their messages and values,
meaning such issues of validity would not be relevant as audiences would be able to directly
identify the source of their beliefs and values.
Another reason sociologists may face difficulties when assessing the media’s effects on
audiences is selective exposure. Coined by interpretivist theorist Klapper, selective exposure
refers to the way audience members' prior beliefs and values can influence or ‘filter’ the
media content they consume. Klapper argues that audiences will often refuse to engage with
media content which contradicts their own beliefs; this can prove to be a limitation when
studying the media’s effects on audiences as it can be unclear to researchers whether the
media an audience member consumes has influenced their values, or if the audience
member’s values have influenced their media consumption. Sociologist Livingstone identifies
one example of this in his examination of violent media and its behavioural effects.
Livingstone states that though there is a proven link between violent media and antisocial
behaviour, it remains unclear whether media content causes violence or if people with high
levels of aggression are more likely to consume violent media. While Pluralist theorists hold
a similar view, arguing that audiences are largely unaffected by media messaging, many
sociologists point to the existence of copycat crimes as proof that the media’s portrayal of
violent acts can lead to an increase in such crimes. Like the hypodermic needle model,
these sociologists suggest that passive audiences will mimic the behaviour they see on
screen; this can be linked to Badura’s ‘Bobo Doll’ experiment in which several children
between the ages 3 and 6 mimicked the violent acts modelled by adults when instructed to
play with an inflatable doll. While suc sociologists may state that this study accurately proves
the link between the media and behaviour, Interpretavist theorists may point out the difficulty
in identifying one source of the behaviour shown in these studies.
2) Applying material from Item A, analyse two differences between passive
audience and active audience approaches to the effects of the media on
people’s attitudes and behaviours. [10 marks]
The benefits of buying summaries with Stuvia:
Guaranteed quality through customer reviews
Stuvia customers have reviewed more than 700,000 summaries. This how you know that you are buying the best documents.
Quick and easy check-out
You can quickly pay through credit card or Stuvia-credit for the summaries. There is no membership needed.
Focus on what matters
Your fellow students write the study notes themselves, which is why the documents are always reliable and up-to-date. This ensures you quickly get to the core!
Frequently asked questions
What do I get when I buy this document?
You get a PDF, available immediately after your purchase. The purchased document is accessible anytime, anywhere and indefinitely through your profile.
Satisfaction guarantee: how does it work?
Our satisfaction guarantee ensures that you always find a study document that suits you well. You fill out a form, and our customer service team takes care of the rest.
Who am I buying these notes from?
Stuvia is a marketplace, so you are not buying this document from us, but from seller milo_brown_07. Stuvia facilitates payment to the seller.
Will I be stuck with a subscription?
No, you only buy these notes for $10.24. You're not tied to anything after your purchase.
