Perceived media influence is often discussed in relation to its nature and its extent. The nature of the influence deals with how the audience is affected by the media and by what method. The extent deals with how much the audience may be affected by the media. Communication theories have been developed over many years as a way to help people understand the complex relationship between the media and audiences.
Our world is saturated with images, sounds and concepts that are focused around our media consumption. As we move into the 21st century, and our ability to communicate with others on the other side of the world is literally at the press of a button, attempts have been made to grasp the potential power the media have had historically and will continue to have in the future. Exactly how DID Adolf Hitler convince the German people that the Jewish race was inferior? Why DO millions of people tune in every night to watch people brushing their teeth on Big Brother? Can watching violent movies REALLY make people violent? As media students we need to attempt to evaluate the power of the media and try to understand theories of possible effects on the audiences that consume it. These attempts to gauge media influence are called COMMUNICATION THEORIES AND MODELS. They enable us to measure the power the media are alleged to have over their audiences. Each theory claims different effects of the media, or perhaps none at all. This serves to emphasise the importance of understanding the theories are simply that- THEORIES.
Communication Models/ Academic Approaches
The Political Economy Model – The media is simply part of an economic system where power and control resides in political and economic institutions. Under this model the media transmits the message these institutions determine. The Effects Model – Media forms and content have strong effects on individuals and society. This model sees the media as a powerful agent of change.
The Cultural Model – It is the culture, which includes the political economy and the media that explains the individuals’ relationship with the media. The media serves as a communicative space within which cultures and other forces in society can interact.
Communication Theories
As media students we need to attempt to evaluate the power of the media and try to understand theories of possible effects on the audiences that consume it. These attempts to gauge media influence are called COMMUNICATION THEORIES. They enable us to measure the power the media are alleged to have over their audiences. Each theory claims different effects of the media, or perhaps none at all. This serves to emphasise the importance of understanding the theories are simply that- THEORIES.
Hypodermic/Bullet Theory This theory suggests that the media has a direct and powerful influence on the audience. It was developed in the 1920's and 1930's after research observed the effect of propaganda in WW1. Hypodermic is a linear communication theory which suggests that a media message is injected directly into the brain of a passive, homogenous audience.This theory suggests that media texts are closed and audiences are influenced the same way. This is no longer accepted by media theorists as a valid explanation of communication and media influence.