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Read Item N below and answer the question that follows - AQA - A-Level Sociology - Question 21 - 2017 - Paper 2
Question 21
Read Item N below and answer the question that follows. Item N The hypodermic syringe model argues that media messages are so powerful that they directly and immed... show full transcript
Worked Solution & Example Answer:Read Item N below and answer the question that follows - AQA - A-Level Sociology - Question 21 - 2017 - Paper 2
Step 1
Evaluate the view that the media have a direct and immediate effect on their audiences.
Answer
To evaluate the media's direct and immediate effect on audiences, it is essential to consider the hypodermic syringe model presented in Item N. This model suggests that media messages act like syringes, injecting ideas directly into the audience's mind without resistance.
However, this perspective has been critiqued for oversimplifying the complex relationship between media and audiences. Critics argue that audiences are not passive recipients; they actively engage with, interpret, and sometimes resist media messages. For instance, selective exposure illustrates that individuals tend to seek out media content that aligns with their pre-existing beliefs, thereby reducing the media's direct effects.
Moreover, the pluralist view of media ownership and control emphasizes that various interest groups influence media content, making it less likely for one-dimensional influences to occur. This view posits that diverse interests within society, including political, cultural, and economic factors, shape media messages to reflect a wide range of perspectives rather than a singular direct impact.
In summary, while the hypodermic syringe model highlights the potential immediacy of media effects, it neglects the active role of audiences and the multifaceted nature of media influence that is better explained by pluralist perspectives.