SO.... The Hypodermic Syringe Model Strengths

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The Effects of Mass Media
STARTER:
Strongly Agree
Strongly Disagree
“The Mass Media does
have a DIRECT
influence over our
behaviour”
Starter Task: On your post it note write your name, then think about where you
would put yourself on the opinion line and why. As we go round the class come
and stick your name somewhere on the board, explain why you have
LEARNING OBJECTIVES
Students will be able to explain the different sociological
approaches on the influence or effect of mass media on
audiences
Students will be able to outline the strengths and weaknesses
of both of the different sociological approaches on the
influence or effect of mass media on audiences.
Students will be able to evaluate the different sociological
approaches on the influence or effect of mass media on
audiences whilst using relevant examples.
ARE WE
ROBOTS?
Criticize
Dismiss
Reject
Are we not mindless
Robots but conscious
beings. Our attitude
to media messages
may be to.....
Ignore
Forget
Give a different
meaning to the
message
OTHER INFLUENCES
Age
Ethnicity
Social
Class
Family
Friends
School
The media are only
ONE of MANY ways
that influence the way
we behave and shape
us.
Gender
Disability
Workmates
Church/Religion
Workplace
TASK: Discuss in pairs and mind map all of the other agencies/personal factors involved in our
socialization. 5 Minutes
COMPETING VIEWS
In the Blue corner:
We passive ‘DOPES’
mindlessly consuming
data
KEY QUESTION: Does media
content actually have an
influence or effect on
audiences?
In the Red corner:
We are active
interpreters of media
content, giving it
different meanings and
interpretations.
Hypodermic Syringe
Model
The Hypodermic Syringe
Model
• This model suggests that the audience
passively accepts the message ‘injected’
into them by the mass media.
• This model believes that there is a DIRECT
correlation between the violent behaviour
shown on TV, computer games etc and
anti-social and criminal behaviour in real
life.
TASK: Read your handout as directed and create a four part story board representing the
Hypodermic Syringe Model
Jamie Bulger- Can
violent films be blamed?
Jamie Bulger, a twoyear old toddler who
was abducted and
murdered by two 10
year old boys
Jon Venables and Robert
Thompson, aged 10. Found
guilty of the murder, and
were sentenced to
imprisonment in a young
offenders institution.
The boys had apparently watched ‘Child’s Play
3’ before they murdered the toddler.
As Bulger’s death was very similar to a death in
the film, newspapers such as ‘The Sun’ began to
fuel the debate as to whether such violence in
the media should be accepted.
SO....
• There have been calls for more
censorship reflecting the logic
underlying this model.
• Psychologists (Bandura, Ross and Ross)
have carried out laboratory
experiments that are claimed to prove
a cause and effect relationship
between media images and
behaviour which you will do with
Chrissy.
The Hypodermic Syringe
Model
Strengths and Weaknesses
STRENGTHS
+
+
+
WEAKNESSES
-
TASK: Using your statement work out whether it’s a strength or weakness, write it into your
grid and pass it on to the next table answering questions when you encounter them.
PLENARY
The Hypodermic Syringe Model
5–5–1
Summarise today’s topic in 5 sentences.
Reduce to 5 words.
Now to 1 word.
STARTER: THE EFFECTS
OF THE MASS MEDIA
Radio career
Nick has a radio programme which takes the
format of a news and political debate and
discussion show with presenter introducing topics
and then discussing them with both members of
the public and experts, through text messaging,
email and phone, with the last of the three being
the main mode of contact. The programme mixes
both light entertainment stories and the more
serious topics in the news, his jovial act affords the
show a wide listener base, and recently the Sony
Radio Breakfast Show of the Year award as well as
the Arqiva Presenter of the Year award.
Ferrari frequently asks first-time callers which
station they previously listened to, rejoicing when
they have deserted BBC Radio 4, BBC London 94.9
or rival station Capital FM.
STARTER TASK: View the clip and then lets discuss Nick’s attitude to it and his position in
society.
THE TWO-STEP
FLOW MODEL:
TASK: READ THROUGH YOUR HANDOUT AND TAKE 15
KEY WORDS FROM IT TO WRITE OUT YOUR OWN
EXPLANATION OF THIS MODEL.
EVALUATING THE TWOSTEP FLOW MODEL:
2
Groups
ADVANTAGES
DISADVANTAGES
TASK: On flipchart paper create a 5 minute presentation outlining your 4 STRENGHTS OR
WEAKNESSESS to the group whilst they take notes.
PRACTICE
QUESTION:
Identify and explain three criticisms of the
hypodermic syringe model (9 marks)
Identify and explain three weaknesses or
strengths of the two-step flow model (9 marks)
TASK: EXAM PRACTICE
PLENARY-Just a Minute
All of you ask yourselves the question:
What have you learnt today?
One of you will start to speak about the topic covered
and your opinion on it for just one minute!
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