Mass Media Effects

Media & Society

Dr. Inas A.Hamid

Bullet Theory
Early mass communication scholars assumed that

the mass media were so powerful that ideas could be

inserted as if by hypodermic needle into the body. It
is called the Bullet Theory or powerful effects
theory.

Walter Lippmann argued that we see the world not as

it really is but as pictures in our heads.

The pictures of things we have not experienced
personally , but they are shaped by the mass media.

Early powerful effects scholars would agree

that newspapers coverage and campaigns

of political candidates decided elections.
They also assumed that individuals are
passive .

Minimalist Effects Theory

Doubts arouse in the 1940s about whether the

media were really that powerful, and scholars

began shaping their research questions on the
assumption that media effects are more modest.
Scholarly enthusiasm for the hypodermic needle
model reduced after two massive studies of voter
behavior by Lazarsfeld.
He went back to 600 people several times to discover

how they developed their candidate preferences.

These people mentioned their friends as they have
direct effect on their voting decisions.
This means media effects are mostly indirect.

From that rethinking emerged the Minimalist

Effects Theory, which includes:
Two-Step Flow Model. It emphasizes that
people are motivated less by the mass media
than by people they know personally and
respect. These people called opinion
leaders.
So , the model argues that media affects
individuals through opinion leaders.
Opinion leaders are
Influential friends and
acquaintances.

Cumulative Effects Theory

In recent years some mass communication

scholars have parted from the minimalist

effect theory.
They emphasized that the media do not have
powerful, immediate effects but argues that
effects over time are profound.
This means media influence is gradual over
time.

Exercises
In our culture, the magic bullet theory of mass

communication effects remains alive and well.

Identify an example .

Lifestyle Effects
While media affect lifestyles, they also reflect
lifestyle changes that come about for reasons
altogether unrelated to the mass media.
For better or worse media affect socialization
process by giving young esters access to
information.
Socialization means learning to fit into society.
Socialization begins at home. Children imitate their
parents, brothers and sisters .
From listening and observing children learn values.
Socialization process expands to include the
influence of friends, neighbors, school and media.

In earlier times the role of media came into

effect in children's lives late because books,

magazines and other factors.
Today, TV. And the Internet have displaced
much of the socialization influence that once
came from parents.

Living Patterns . Mass media both reflect

lifestyles and shape them.

In earlier times, TV kept people at home in
their living rooms in the evenings.
Media companies adjust their products
according to the changes caused by other
changes.

Intergenerational Eavesdropping. Mass

media have eroded the boundaries

between the generations, genders and
other social institutions.
Media dealt with a diversity of topics
and allowed people in on the secrets of
other groups.

Exercises
Why mass communication is a growing issue

in child development?
What examples can you offer of mass
communication reflecting lifestyles?
How has modern media content eroded the
innocent of childhood?