Media Effects Model

Media Mythbusting

What is wrong with the ‘media effects’ model?

Let us define the term “ media effect” so that we would possess a clearer picture about what we are going to discuss.  The “Media effects’ ‘model presents to us that mass media messages serve as the primary influences on people’s behaviours and that social-cultural factors are secondary influences that could have potentially caused the changes in the individuals behaviour. There have been several challenges to this model as it is pointed out that these studies have taken a backwards approach by setting media’s impact as the start point and then progressing to find connections between the individual’s behaviour and the messages presented via the media. However in reality, it should have been reversed. Researchers should have ventured to investigate the individual’s social  background before drawing connections with the impact of media. We shall look at real life examples where such fallacies  have occurred to explain the rationale behind people’s behaviour. 

In 2019, a 21 year old man conducted a shooting attack at Walmart killing nearly 23 people. It was immediately drawn to a conclusion that the shooter was influenced by video games and social media. Following that incident,Walmart, the world’s largest private sector employer, directed its workers to remove violent video game displays and signs following the deadly shooting inside of its stores, so as to “contain violent themes or aggressive behaviour.” Media has become an easy scapegoat to cover up for any violent behaviour that has occurred in the society. 

This is clear example of experts setting media as the start point to reason the actions of the young adult. The shooter had confessed that he had intentionally driven 11 hours from Texas to El Paso to target the Mexicans and that he had grudge feelings towards hispanics. It was later revealed that the shooter had lifelong neurological disorders and mental disabilities and had attended special needs school throughout his whole childhood. His family and friends have described him as a short tempered and irritable child and liked to speak negatively of other children.  It clearly shows that his personality since his growing up years has always been a subject of issue. Hence, drawing quick connections to the media and his violent behaviours would be invalid. There could be coincidence of him spending several hours playing online games but however it does not mask his innate personality and behavioural concerns. 

What are some interesting questions to ask about the role of the media today, in the shaping of mass opinion (In the age of the Internet)?

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In my opinion, it would be particularly interesting to ask these questions not only to the mass audience but also to us on a daily basis. I believe that media producers would display a variety of content, however it is our responsibility as consumers to be able to use our rational thinking habits to sieve out the good from the potentially bad.

1. Does the media cause disruptive changes in our daily routine?
2. How long does the media take to bring about obvious changes in our behaviour and attitude ?
3. How long does it take or when do we realise that the media is taking over our life?
4. Do we need to necessarily internalise everything that the media presents to us?