It assumes the audience are passive and that all members of the audience are the same and respond in similar ways.
- It makes simplified judgement about the audience.
- It is this theory that blames texts for specific events
'Demonised Media Text'
- Child's play (1988) was blamed for the influence of the Jamie Bulger's murder because of its way of making child like objects become objects of violence.
- Mailyn Manson was blamed for the Columbine High School shootings in which two senior students went into their school and killed 12 students and further injured 21 other students, Marylin Manson was blamed for his imagery and lyrics within his music however it has been said that neither of the students were fans of his music.
- Natural Born Killer's director Oliver Stone was sued for inciting violence within his film however the case was later dismissed. the film has been connected to other murders and massacres within america including the Columbine High School shootings in which one of the killers used the film as a way of secretly planning the murder.
- This theory considers the way the media affects attitudes rather than behavior. The media is seen as part of our socialisation process
- Through repetition; attitudes, ideas and values may become 'normalised' or 'naturalised' i.e if you watch enough films which justify the use of violence you may feel that violence is something which is normal and justifiable.
Problems
The theory doesn't really look at other things in life which affect a persons behaviour i.e socialisation within the the home or outside the home.
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