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!