Read Item N below and answer the question that follows - AQA - A-Level Sociology - Question 21 - 2017 - Paper 2

To evaluate the view that media have a direct and immediate effect on audiences, we first need to analyze the hypodermic syringe model mentioned in Item N. This model suggests that media messages are injected directly into the audience's consciousness, leading to an immediate response or effect. The claim is that exposure to media violence can directly cause real-life violence, suggesting a passive audience that absorbs messages without any resistance.

However, this perspective has been criticized by various scholars. For instance, the pluralist view highlights that different social groups have varying interests and that audiences are not passive recipients. They actively interpret and negotiate media messages based on their own experiences and contexts.

This challenges the hypodermic view and suggests that media effects are not uniform. Moreover, the concept of audience agency implies that individuals can reject harmful media messages. For example, many people may consume violent media for entertainment or artistic expression and are capable of differentiating between fiction and reality.

In addition, social and cultural factors play a crucial role. Audiences from different backgrounds may react differently to the same media content, further emphasizing that responses are not solely dictated by media exposure.

Thus, while there may be instances of direct effects, particularly with sensational media, a more nuanced understanding indicates that audience reception is influenced by a multitude of factors including personal beliefs, cultural context, and social dynamics. Evaluating these aspects allows for a more comprehensive view of media effects, suggesting that while media can have an immediate impact, this is counterbalanced by the active role audiences play in interpreting and responding to media messages.