Media effects theory

Effects theory is the sociological or media studies theory that exposure to representations of violence in any of various media causes (or tends to cause) increased aggression or violence in the audience / consumer. It appears in 'folk wisdom' and newspaper editorials as the claim that x or y media product must be banned in order to avoid the violence it depicts being acted out in society, notably by young people.

Some argue that it is not really a theory, as it lacks a meaningful theoretical grounding; instead it is more like a hypothesis.

Landmark studies

The most influential studies on the debate around media studies have usually been headline-grabbing 'proofs' of Effects theory. Subsequent attempts to replicate, modify, refine or reject these headline studies have proven of less interest to the mass media.

Bobo Doll

This classic study, in 1961, exposed two groups of nursery children to a new play area, containing a selection of toys with which they were unfamiliar. One of the toys was a three-foot inflatable Bobo Clown with a weighted base, designed as a self-righting 'punchbag' toy. As they played, the non-aggression (control) set observed an adult playing quietly with certain toys and ignoring Bobo. In the aggression set, the adult 'model' performed a distinctive set of violent moves on Bobo, such as sitting on its head and punching its nose, striking it with a toy mallet, and kicking it into the air, while uttering aggressive phrases such as Punch him in the nose!. Independent observers later scored children's behaviour for aggression when left alone to play with these toys. Those exposed to the 'aggressive' adult demonstrably imitated many of the adult's moves. (See Bandura et al)

Congressional Hearings, 1981

These hearings were called in response to rising awareness of crime, and the widespread belief that television was at least partly responsible. The National Institute of Mental Health argued forcefully that a broad review of the then-existing literature confirmed Effects theory. Other organizations, eg CBS, submitted contrary position papers - CBS's was entitled "Research on Television Violence: The Fact of Dissent".

Criticism

Criticism of Effects theory takes three broad strands. Methodological criticisms focus on hidden assumptions, flawed experimental design, and prejudicial interpretation of results of studies claimed to support Effects theory. Historical criticisms situate the 'meta-narrative' of Effects theory within a long history of distrust of new forms of media, dating as far back as Socrates's objections to the deleterious effects due to the written alphabet. Political criticisms pose an alternative conception of humans as rational, critical subjects, who are alert to genre norms and adept at interpreting and critiquing media representations, not passively absorbing them.

Methodological

Historical

Political

Sources

Bandura et al, 1961, Transmission of Aggression Through Imitation of Aggressive Models, in Journal of Abnormal and Social Psychology, 63, 575-582 [1]