The Effects Model

What it is?

The effects model is a theory that believes that depending on what an audience consumes will have a direct and linear impact on the actions and behaviours of the individual subject. The Effects theory does not allow for differences in specific cases, it is an absolute theory and applies to everyone. The audience is intrinsically passive, the dominant is the text that they are consuming, one can differentiate this theory as being somewhat like brainwashing. All power is contained within the message that is delivered. The model is also known as the hypodermic model. The hypodermic model argues that the messages that are converted to the audience "is injected into the audience by a powerful syringe-like media" and the audience is powerless to "resist". Therefore this theory is also seen like a drug upon the audience, thus it can be seen that the audience is somewhat drugged, addicted and doped into believing and acting out the message received.


How It Works?

The Frankfurt School presents key evidence to the strength of this theory, "they theorised in the 1920's and 30's that the mass media act to restrict and control audiences to the benefit of corporate capitalism and governments"

The Bobo Doll experiment is a very controversial piece of research that apparently proved that children copy violent behaviour. this is a controversial piece of evidence that sparks much debate as to the reliability of this case.


Where Can It Be Seen?

The effects model contributes to moral panics where by "an intense feeling expressed in a population about an issue that appears to threaten the social order" according to Stanley Cohen, a moral panic occurs when "a condition, episode, person or group of people emerges to become defined as a threat to societal values and interests". The media have long operated as agents of moral indignation. Simply reporting the facts can be enough to generate concern, anxiety or panic. The theory can be applied to advertisements, they present an memorable message and thus makes an audience go and by a product, they are inclined to remember and even purchase the product an example of this can be seen with the "Go Compare" advert, the message is clear and rememberable to the extent you become annoyed by it... but it works!